I have been doing some sort of on-line retailing since 2002. While selling physical products is something I love to do, it has been only marginally profitable. In fact, the last two years I have lost a little money. The biggest cost has been on my time. It never grew large enough to justify having a payroll and as a family business, it didn’t involve the whole family. The time cost is larger than just spending time on the store. Selling physical products always had time pressure to get the orders out. It is the time I am not spending with my wife and children. The purpose of this blog is to chronicle my journey to spend more time with my family. This change of direction will help with that.

Beginning immediately, I will be shutting down my physical products operations. I will be selling out my inventory. The stuff that sells well will be sold at regular retail. Everything else will be discounted to move quickly. I plan to have most of my inventory liquidated by the end of January. What’s left will go on eBay. By the end of December, the present incarnation of Ten Foot Table will be gone.

What will I do? I plan to write – both e-books and blogging. I also plan to do affiliate marketing. This kind of work can happen in the fringe hours after God, family, and my regular job. I think I will have a lot to offer by going in this new direction. Mostly for my wife and children.

I am not down about this decision. In fact, I am at peace with it. It is the right thing to do. I will have better focus. It is in God’s will for my life.

There is that maketh himself rich, yet hath nothing: there is that maketh himself poor, yet hath great riches. – Proverbs 13:7 (KJV)

If you own an e-commerce site that ships physical products, there is an easy way for you to improve your image. It is your shipping operation! Believe it or not, how you ship is one of the most tangible ways to connect with your customers. Think about online companies that you do business with. What is your impression of their packaging and speed of shipment? I would venture that some companies give you a positive impression while others, well, not so good.

I have chosen to make shipping a positive experience for my customers. Whether they buy through my eBay store or website, I focus on good packaging and fast shipping. I use USPS Priority Mail to do both. The Priority Mail boxes are both free and good looking. You can’t help but give a positive impression with these red, white and blue boxes when compared to the normal brown. Priority Mail also helps with fast shipping. You can ship anywhere in the U.S. in two to three days. With online purchase of postage you get a discount plus a tracking number. (Your customers feel better about their order when they get a tracking number.)

While Priority Mail helps with fast shipping, that is only half of the equation. I know that I have been frustrated by ordering online, then waiting days until the order ships. I make it a point to ship my orders out the very next day. I pack the items carefully and make sure the box is securely closed. (I also include some free product samples as a bonus.) I then order Carrier Pickup and wait for the mailman to pick up my packages.

Using these tips, you can give your customers a positive, fast shipping experience and improve the image of your online business.

One area that I am working on for Ten Foot Table is improving my conversion rate. Part of the solution is improving buyer confidence. I already show the SSL badge from GeoTrust to show that my store is secure. I also post the store policies for people to read and I intentionally made them simple. One new idea I had was to reference the good feedback I have earned as an eBay seller since 2002. I figure that I should get some credit for that 100% feedback rating!

So I searched for a solution and found a great free tool called AUCTIONFB. This tool displays a simple badge that shows your feedback rating, eBay user name, feedback score, and the date it was last verified. It works with several different eBay locales and has ten different color options. There is a registration process, but this is necessary. The tool needs to know your eBay user name and you also need an account so you can change settings later.

I added the widget to my right sidebar so that it displays below my other badges of trust. If you like, click over to Ten Foot Table and see how it looks.

I do a simple thing to develop repeat customers on my e-commerce site, www.tenfoottable.com. I include a product brochure with free samples in each order I ship. This brochure is provided by one of my vendors, so I place a sticker on the back with our name, phone number, and web address. Here is the small mistake I made. The sticker is missing a “t” in the web address! A customer who wanted to reorder called me yesterday and asked if we had gone out of business because our website could not be found. The sticker said www.tenfootable.com when it should have read www.tenfoottable.com. Ouch! I thanked her for letting me know. We are fixing the remaining brochures. I only wonder how long it has been wrong and how much repeat business this has cost. It just goes to show that “small” mistakes can hurt too.

The next step after eBay for me was to open an online store. This provided new challenges, but also the promise of lower expenses and potentially a larger customer base. With this, I had to setup several things.

1. Domain Name – I get and manage my domains through the World’s Largest Registrar – GoDaddy.com. I have found their pricing and management options to be the best. I recommend that you do not buy your domain through a hosting company. This is one thing you don’t want to intermingle. You can read about my trouble with one domain, here.
2. Website Hosting – I host all my domains with AlphaOne Techonology. Once again, I like having my hosting all in one spot. It simplifies management of my websites. I have found their support to be responsive and effective. They also took care of setting up the secure certificate for my store. This is needed to ensure security and privacy for my customers.
3. Shopping Cart – I researched and tried a lot of different shopping carts and settled on X-Cart. It is a lot like OS-Commerce, but is supported by both Qualiteam (the software company), an active user’s forum, and third party vendors. Qualiteam is based in Russia, but I have found their support to be excellent.
4. Products – You will need to decide what products or services to sell online. Once that is done, setup agreements to purchase those products wholesale. You will then need to set your prices and enter product information into your shopping cart solution.
5. Business Formation – I recommend that you setup your online business entity in such a way that your personal assets are protected. I used Biz Filings to setup my corporation. I found their offering to be complete and their prices to be very competetive.
6. Credit Card Processing – No matter what you do online, you will need a way to accept payment. I use two avenues, PayPal and Echo. I used Echo. I use Echo to process Visa and Mastercard. They have an application process that they help you through. It is involved, but not difficult. When you are done, you will be able to accept credit cards on your website, including Yahoo Stores if you decide to go that route. PayPal is easier and quicker to get going. Accept Payments Online with PayPal. Fast, Easy & Secure. Sign Up Now!

That should get you going on the road to e-commerce success with an on-line store. If you are interested in checking out my store, you can go to www.tenfoottable.com.