February '16

For the Business of Apparel Decorating

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90 || P R I N T W E A R F E B R U A R Y 2 0 1 6 E-commerce I n the early days of the Internet, selling online pretty much meant setting up a website, uploading products, and letting people know the online store was open for business. For a lot of decoration companies, that's still how e-commerce works. There are advantages to having an individual website, total control of product listings and images, the ability to showcase products in a way that works best for the target market, and no rules for what may or may not be done except those set by the owner of the site. There are also, however, drawbacks. A good e-commerce website is generally not cheap. Setting up the infrastructure of the site may be more difficult than what would be required for a site that simply provides information. There is also the problem of getting the site noticed to gain any kind of measurable market share. Marketing budgets for small businesses may not be much, and the smallest part of that budget may be allocated to e-commerce. So, while having a personal website to sell products is an attractive option, it may not be an option for all small businesses. For those businesses which, for one reason or another, don't pre- fer to have an e-commerce website connected with the business but still wish to sell online, the next question is, what other options are available? Fortunately, as the Internet and the interest in e-com- merce have grown, many avenues for selling which don't involve Kristine Shreve is the director of marketing for EnMart and parent company Ensign Emblem. She developed and writes the EnMart EmbroideryTalk Blog at and the SubliStuff blog at She additionally maintains the EnMart Twitter feed ( tian) and Facebook page ( Reach her by email at E-commerce Options Alternative sites to sell your goods B Y K R I S T I N E S H R E V E

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