Introduction 1

Part1: Getting Started with Selling Online 5

Chapter 1: Introducing the Business of Selling Online 7

Chapter 2: Selling Online in a Nutshell 11

Chapter 3: You’re onto Something: Assessing Your Idea 31

Chapter 4: The Secret Sauce: Sourcing Products and Buying Stock 43

Chapter 5: Taking Stock: Inventory Management 57


Part2: Full Steam Ahead: Building Your Online Store 75

Chapter 6: The Starting Line: Legal Matters and Registering Your Online Business 77

Chapter 7: Choosing a Platform for Building Your Website 93

Chapter 8: Navigating an Ecommerce Website 111

Chapter 9: The Blueprints: Designing Your Online Store 133

Chapter 10: The Reward: Receiving Payments 169


Part3: All About the Customer: Providing a Positive Customer Experience 187

Chapter 11: Understanding the User Experience 189

Chapter 12: Customer Service: Happy Customers Are Loyal Customers 205

Chapter 13: From Here to There: Order Fulfilment 223

Chapter 14: Closing the Loop: Returns 237


Part4: The Next Big Thing: Marketing Your Ecommerce Business 251

Chapter 15: Digital Marketing: A Beginner’s Guide 253

Chapter 16: The Search Party: Finding New Customers 265

Chapter 17: Sticky Customers: Customer Retention 285

Chapter 18: Getting Social: Social Media and Influencer Marketing 299


Part5: The Part of Tens 319

Chapter 19: Ten Things to Understand About Selling Online 321

Chapter 20: Ten Useful Online Tools 329

Chapter 21: Ten Things to Check Before Going Live 337

Appendix: List of Abbreviations 345

Index 349