Content is key
eCommerce guide: Sites, carts, and payments
The digital landscape has fundamentally changed how we work, shop, and live. For entrepreneurs, this shift represents an unprecedented opportunity. Whether you want to start a new side hustle for extra cash or build a long-term business, it’s easier than ever. However, the barrier to success remains high for those who do not plan accordingly.
From strategy to execution: Choosing the right tools for your business plan
This eCommerce guide is designed to help you start an online business on the right foot. It moves beyond the basics to explore the infrastructure required to succeed. From defining a sustainable business model to creating a solid business plan, the technology you choose—specifically your website, shopping cart, and payment processing—is the foundation of your future growth.
The eCommerce website: Your digital storefront
In the physical world, location is everything. In the digital world, your website is your location. It is more than just a URL or a placeholder; it is the customer-facing online store for your business. It establishes your online presence, communicates your brand values, and serves as a 24/7 invitation to shop.
When you start an online venture, you have two main paths for web development: using a drag-and-drop builder (like Wix or Squarespace) or using a more robust Content Management System (CMS) like WordPress. Working with a capable solution provider can take the hard work out of design and development, allowing you to focus on your product. However, regardless of the platform you choose, sticking to a few key principles will help you drive traffic from search engines and make your site stand out.
Website best practices
Content is how you communicate with potential customers. Plan exactly what visitors will see and do. Since not every visitor is ready to buy immediately, use high-quality articles to demonstrate authority, build trust, and rank well on search engines.
Have a clear “call to action” (CTA)
A beautiful website is useless if visitors don't know what to do next. Whether it is “Add to Cart” or “Sign Up,” your CTA must be obvious. Pro tip: Zoom your browser out to 50%. If you can’t easily spot the CTA button, it needs to be more prominent.
Use a clean, user friendly design
Cognitive load is a real issue. If a website is cluttered, visitors will leave. Focus on simplicity to help visitors navigate quickly. Remember to design for accessibility (alt-text, contrast ratios) to promote inclusivity and ensure you don't alienate any portion of your audience.
Make social media sharing easy
Your customers can be your best marketers. Integrate sharing features to encourage customers to share your products on their own profiles. This supports your social media marketing efforts by leveraging "social proof" to build trust.
Highlight content "above the fold"
This refers to the portion of the webpage visible on a screen without scrolling. This is your prime real estate. Feature your most eye-catching information, your strongest value proposition, and your primary CTA here to capture attention immediately.
Optimize for mobile
We live in a mobile-first world. A huge percentage of online sales happen on smartphones. A responsive design—one that automatically adjusts to fit the screen size of the device—is essential for potential customers shopping on tablets and phones.
The shopping cart: Turning browsers into buyers
The shopping cart is the bridge between interest and ownership. It is where the decision to purchase becomes a reality. However, it is also the point of highest friction. To maximize online sales, your cart experience must be seamless, secure, and intuitive.
Enable site search
As your online store grows, your catalog will expand. Customers often search for specific items (e.g., “blue women’s shoes size 8”). If they have to click through five different category menus to find that item, they will likely give up.
Implementing a robust site search bar—preferably one with auto-complete suggestions—can drastically improve the user experience. Accurate search results significantly increase the likelihood of a sale because they connect the user with exactly what they are looking for in seconds.
Keep it simple
A cluttered checkout page causes confusion and anxiety. When a customer enters the checkout phase, remove distractions. Hide the main navigation menu, remove sidebar ads, and focus entirely on the task at hand: completing the purchase.
Keep the interface clean and the steps minimal. Do not ask for information you do not need. For example, if you don't need a phone number to fulfill the order, don't make it a required field. The fewer fields a customer has to fill out, the higher your conversion rate will be.
Start small, then expand
When you are building your business model, it is tempting to want every feature available to Amazon. However, complexity creates bugs and friction. Nail the basics first. Create a frictionless way to add products to the cart and pay for them.
Once you have a steady stream of online sales, you can look into adding complex features like booking calendars, membership tiers, or dynamic upsells. Features like subscriptions and memberships may come later, unless they’re the core focus of your business.
The payment gateway: How your business gets paid
To run a successful ecommerce business, you need a way to actually collect money. This is where the payment gateway comes in. This technology acts as the digital equivalent of a physical Point of Sale (POS) terminal. It connects your website, POS terminal, or mobile device to the banking network. It processes transactions securely, encrypting sensitive data and moving money from your customer’s account to your merchant bank account.
The 3 steps of the credit card processing cycle
For the average consumer, swiping a card takes a second. For the merchant, understanding what happens in that second is crucial. Your payment gateway performs three critical functions:
Authorize
When the customer clicks "Buy," the gateway encrypts the data and sends it to the customer's bank (the issuing bank). The gateway asks: "Does this customer exist, and do they have enough money?" The bank replies with a "Yes" (approval) or "No" (decline). This step is called Authorization. It holds the funds but doesn't move them yet.
Capture
Once the transaction is authorized, the sale is confirmed. A "hold" is placed on the customer's money so they can't spend it elsewhere. At this stage, you can confidently ship the goods to your customer, knowing the money is reserved for you.
Settle
This is the final step where money actually changes hands. The gateway sends a batch of approved transactions to the banking network. The customer’s issuing bank transfers the funds to your merchant account. This typically takes a few business days, depending on your provider.