Selling through an online store, either alongside a conventional business or as a standalone e-commerce venture, has several benefits:

• Reduced overheads – in general, an online shop costs less to set up and run than a physical store, although it’s important to recognise that making e-commerce work requires continuing investment.
• Lower marketing costs with better targeting: online promotion can be more precisely aimed at potential customers than using conventional media. It’s also much cheaper, for example, to send a marketing message by e-mail to 1,000 customers than it is to send 1,000 newsletters by post.
• Expanded geographical reach: a local business can become nationwide or, depending on the product, international, just through having an effective e-commerce strategy. Bear in mind that if you do sell outside the UK, you’ll need to comply with regulations and understand tax and import/export issues.
• Being open for business 24/7: with automated order and payment processing, sales can be made at any time, and customers can buy when it suits them.
• Greater flexibility: an online store can be updated instantly and as often as you like – for example, to promote a ‘deal of the day’ on your front page, without the need for expensive printed display material.
• Broader potential customer base: an e-commerce business is an additional buying channel, capable of attracting customers who have not bought before.
• Improved customer profiling, with the opportunity to target products and services at specific groups based on buying data.
• Increased visibility for your business: with investment in search engine optimisation and online promotion, an online shop becomes more accessible to customers searching for your products.
• The ability to tell people about your business: this is particularly valuable when an online store operates alongside a conventional high-street outlet, providing information about opening hours, contact details and answers to Frequently Asked Questions.
• Another marketing channel: your online store can support your online marketing efforts by including customer reviews and testimonials.