ALL-IN-ONE WEBSITE SERVICES

Today you can find numerous web-based all-in-one e-commerce solutions. These web-based services provide server space and the ability to set up and run an online store through the simple process of inserting the proper information into web-based forms and using a point-and-click interface. These services are easy-to-use because everything is templated. But templates mean that you forego the unlimited flexibility of a customized program, such as personalizing your website to present a custom look to each visitor. Another thing about all-in-one services — few can handle large downloads. So if your business model dictates that you sell or offer downloadable products (software, music, video, etc.) there are a few items you should confirm before signing on the dotted line. They include: Will the service let your website serve large downloads? How much will it cost (e.g. will you be charged extra if your traffic exceeds a certain milestone)? Can their facilities handle the downloads (do they have a big enough pipe to handle your downloads and their other traffic)?

Still, for many small e-commerce businesses, the all-in-one solution is a good fit. Especially since these services allow you to take advantage of industry-leading e-commerce design power without the necessity of purchasing or maintaining sophisticated e-commerce software. But if you envision your e-commerce site “standing out in a crowd,” this is not the solution for you.

If you are interested in taking the all-in-one service route, go with a well established service. The best known of the all-in-one website services is perhaps Yahoo! Store, followed by (in no specific order) Terra Lycos’ Angelfire.com, eBizWebpages.com, Digital River’s FreeMerchant.com, Merchandizer.com, and Bigstep.com. While the fees for such services range from $5 to $300 per month, it is possible to find services that offer basic store building tools for free, e.g. Angelfire.com. However, there is a catch — you must allow the service to place advertising on your site.

All of the previously mentioned services offer nice, robust store building tools that are easy to use, even for the novice. Yet, the actual services offered vary widely, even among the established all-in-one services. For example, some offer features such as a universal shopping cart with a single check-out no matter how many stores are visited, one-click buying, an easy-to-browse product catalog, and product recommendation and comparison engines. Others may offer individual shopping carts, but help with establishing a merchant’s account, and/or real-time credit card processing. You also will find all-in-one services that offer few e-commerce specific tools except a shopping cart (e.g. no shipping options, accounting export, comparison engine, etc.).

These all-in-one services, however, also tend to offer “extras” that can help a fledging e-commerce website expand its business. But the services offered — surveys, FAQs, press releases, maps, registration of your site with search engines, etc. — differ from service to service.

All-in-one web services may be just what you are looking for to ease your entry into the world of e-commerce, if so check them out; one may fit your needs. Even larger businesses may find that one of these services can suit their needs — in the short term. For example, to have a good, viable store that could meet the expectations of its 1999 Christmas shoppers, FAO Schwarz (a very large toy store) placed its catalog in Yahoo! Stores. Be aware though, that many all-in-ones have very restricted space for catalog inventory.

Figure 22: A simplistic diagram of a website built around a commerce server.

While all-in-one services offer many benefits, you should understand that these services, out of necessity, limit the breadth and scope of a business’s growth.

Whatever solution you are considering, be sure to get answers to the following questions before making your final decision.

• Can I use my domain name?
• What type of credit card processing is offered and is there an additional charge for this service?
• Am I required to host ads and/or other types of branding?
• What is free and what do I have to pay for? Read the fine print and get down to specifics or you might find yourself with an unpleasant surprise at the end of the month.
• How will they help drive traffic to your site?
• Does the service offer special promotional features?

Remember that each all-in-one service offers something unique — it’s up to you to decide which solution best fits you and your e-commerce business. Do your research, and then perform the necessary due diligence to ensure that whatever company you choose is stable and has the financial wherewithal to provide you with the services it promises year in and year out.