Selling online from a site you control. The articles cover adding a store, the payment methods worth offering, shipping choices for a small shop, discount codes that protect your margin, the returns and reviews pages that decide repeat custom, and why checkouts get abandoned.
Selling out is a good problem that behaves like a bad one. Whether you take the order anyway is a decision, and the page has to say which way you went.
The first business customer asks for an invoice with a VAT number on it. If the checkout cannot take one, you have a phone call instead of an order.
Nobody buys electronics from one page. They buy from four tabs. Your product page has to win the comparison, not just describe the item.
A shop built for a warehouse assumes the shelf is full. A shop built for a field has to assume it is not. Here is how to run a catalogue that moves with the season.
A sale that starts at 50% has thrown away the 20% that would have cleared the rail anyway. Here is how to stage a markdown and know what it actually cost you.
Clothing returns are mostly one problem wearing three disguises: the garment did not fit. A measured size guide is the cheapest returns policy you will ever write.
One shirt in five sizes and four colours is one product, not twenty. Here is how to set up variants so stock counts itself and the customer picks in one step.
Cards are not the only way to take money online, and for some businesses they are not the first one. Four methods, what each costs you, and which suits an order, a booking or a hire.
Shipping is the most common reason a full basket is abandoned. How to price delivery, when a free-shipping threshold pays for itself, and why one country with no rate blocks a sale.