Today, to keep or create a competitive advantage, you must exploit the e-commerce sales channel. The ever-pressing question of how to take an e-commerce web site from creation to successful operation can leave the best of established companies scratching their metaphorical heads. Here are some issues to consider before embarking upon your e-commerce endeavors.

Understand that online and offline are really the same. Although the activities appear to be different in the online world, you must understand that certain timeless principles and consumer behavior still apply. Potential customers (both online or offline) still need to have a clear understanding of your business purpose and a good sense of direction when interacting with your business. Customers appreciate a convenient shopping process with multiple payment options and good customer service.

Organize and Prioritize. You'll never have all the time or money to accomplish everything that you want to with your e-commerce initiatives. Therefore, it is very important to prioritize your objectives based on key goals and financial objectives.

Consider your market potential. One major difference between the online world and offline world is that certain products that are typically top sellers at your local stores-such as appliances, sporting goods, clothes and healthcare-tend to be researched online and then purchased at a local store.

As always, know your customer. To start, you must put yourself in the shoes of your best customers and consider what you can provide that they value. Articulating this "benefits proposition" is the best way of matching your strengths to market needs.

Define your goals. Determine what you want to achieve with your e-commerce objectives and make sure those goals can be easily measured, such as a
target goal of increased sales.

Collect all your ideas. Write down every idea you can think of that you would like to incorporate into your ideal e-commerce web site. Going through this brainstorming process will help to make sure that no important ideas or web site functions are lost.

Don't try to do it yourself. Don't try to figure out e-commerce on your own. Launching and promoting a low quality or an ineffective e-commerce web site will only frustrate your customers while costing you time and money. With help from professionals, you can launch and market a professional e-commerce web site that is effective and useful for both you and your customers, one that additional value over the long run.

Find the right web development firm. Finding a company that takes the time to understand your business and your e-commerce goals is invaluable. Find a firm with a solid reputation, strong e-commerce skill sets and good experience in developing projects similar to yours. Ask to see web sites that e-commerce vendors have previously developed to get a sense of the quality of work they've produced and to get a better idea of what design styles you prefer.

Find a reliable hosting provider. If your web site becomes unavailable frequently, it can discourage or prevent sales transactions from occurring. Your web development firm should be able to make recommendations for you in regard to the level of hosting you need and with whom you should host your web site.

Use basic online guerilla marketing. After you have thoroughly tested and successfully launched your new e-commerce web site, don't expect your web site to be a 24/7 cash register without some minimal and effective marketing. You should not try to do this all on your own. Your web design firm, ad agency or public relations firm can be helpful with your market efforts.

In summary, take the time to do it right when comes to developing your e-commerce site and consult with other professional services firms to leverage their skills and experience.