Sites that are not constructed properly make it difficult for the customer to get accurate ordering information, see large enough photos of the products (or any photographs), and find product costs. Shipping costs can add significant costs that consumers do not want to pay.
B2B electronic transactions have saved companies significant amounts of money over the traditional manual approach. Yet there are wrinkles with this as well. For example, it is problematic for manufacturers to introduce new products or have promotions -- variability in electronic chain management is difficult. Depending on the system, it can be difficult to track down the status of a product order. Sometimes it is problematic to cancel an order once it is in the electronic process. Also, when ordering large quantities of a product or when unsure exactly what is needed, customers still want to talk to a "live" person rather than order electronically. Further, when the system goes down, problems occur on both sides.
They believe they will simply get their name on Google and magically will have scores of customers. They fail to understand that marketing a website is as difficult, if not more difficult, than marketing a traditional opening of a new store. An e-commerce business, just as any business, needs a thorough marketing plan on how to bring customers to its site and then please and retain those customers. There are many ways of marketing a site, from the traditional press releases, print ads and commercials to online affiliates, e-zines, search engine submission payments, banners, etc. It is a very complex venture and a small- to medium-sized e-business may have to use an outside company that specializes in this area. However, as always, it is very important to check out the results of these vendors with other clients and to compare and contrast several vendors' offerings.
