Having an Internet presence gives customers another way to find your store. Selling products online can open your business up to a worldwide market. But, like every area of your business, online retailing takes time, money and effort. Do plenty of preliminary research to make sure you invest wisely.

How do I get my own domain name (website address)?
A variety of online companies, such as Network Solutions (www.netsol.com) and Register.com (www.register.com), allow you to see if your desired web address is available and register that address for a specified fee.

How do I find an Internet service provider to give me online access and host my website?
If your store does not have access to the Internet, you’ll need to sign up with an Internet Service Provider (ISP) to establish your connection to the Internet and World Wide Web.

Dozens of local, regional and national ISPs exist; many of them are listed in the yellow pages under "Internet -- Online Service Providers" or a similar heading. To narrow the selection, ask friends or other retailers who are online to recommend an ISP.

The company you choose will probably also "host" your website by providing space to store the information on the web.

How do I build my website?
Many retailers have found it’s most cost-effective to design and maintain their own site, usually by using web development software such as Microsoft FrontPage or Macromedia DreamWeaver.

If you decide to hire a professional web designer, shop around -- prices can vary significantly. ISPs, graphic designers and advertising/PR firms may offer website design services. A student may be willing to design the site at a reduced cost.

Get references from other retailers who already have an online presence. Also visit web pages for businesses and organizations in your area. Look for sites that you like and check the bottom of the main page to see if it lists the designer. (Visit MRA’s Mall of Michigan to see websites for dozens of small retailers.)

Should I sell products online?
Selling merchandise over the Internet isn’t the only way to have a successful website. Many retailers use their site effectively as an information tool and image builder, giving customers access to store hours and location, product photos and coupons for use in the store.

Retailers can also capitalize on new markets for their products by selling on the Internet. But be aware that online retailing requires a commitment of time, effort and money to succeed, much like opening another physical store. Plan and promote your online store with as much care as you would a new bricks-and-mortar location.

If you do sell merchandise online, be sure to have your store listed for free on MRA’s Mall of Michigan shopping site to give your webstore added exposure.