Chapter 1

Expanding Online to Keep and Grow Customers


check Deciding whether a website can help your business

check Perfecting your timing when you’re launching a site

check Building on your store’s existing identity

check Mapping out the details for your online move

check Putting your inventory on the web

If you’re reading this chapter, it’s probably safe to assume you are an existing retailer who hasn’t opened up shop online, or hasn’t made the most of your web presence. You’re not alone. Only 25 percent of small businesses currently have a website enabled for e-commerce or conducting sales, according to a 2019 Small Business Scorecard report from SurePayroll. And 28 percent of those surveyed still have no website at all! That’s unfortunate, because there’s a lot of opportunity (revenue!) that is earned, driven, and influenced online. In fact, your customers most likely assume that they can just as easily shop online with you as they can shop from your retail location. After all, in a time when ...

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