It is the time for cheer, merry-making, Holiday gifts and… Internet Shopping! After last year’s foray into E-Commerce we’ve learned some of the benefits and some of the pitfalls of shopping on the Internet. This year is the year when it has to come together.

Internet companies have had plenty of time to get their infrastructure firing on all thrusters, fix the back-end machinery, get delivery systems in place and all that is necessary. Consumers have had a chance to try various online purchasing possibilities. Now is the time for all good Internet companies to come to the aid of consumers.

Here’s the Brock list of things to do and not do both for Internet E-tailers and for Internet shoppers. Since many of us fall into both categories, it will be a fun venture.

1. Plan Ahead. Even though you might be tempted to wait till the last minute, it is always wise to plan far enough in advance to get your shopping done early. Each year around December 20th you say, “Next year I’ll get it done earlier.” Well, it is now next year and time to plan. With Internet Shopping, plan far enough in advance to get items not only shipped in time but allow for inevitable delays that can and do happen in the warehouse.
2. Be careful of your credit card. Most reputable sites on the Internet will use secure shopping. Look in the bottom-right corner of your browser and you should see a lock that is closed. This is your indication that it is a secure connection and has less chance of being seen by unauthorized eyes. If you don’t see the lock, don’t give your credit card.
3. Use one credit card for online purchases. It is a good idea to try and use one card exclusively for the Internet. That way you can track your purchases easier. Should there be any questions or concerns, you can trace it back to that credit card. Remember that you are responsible for up to $50.00 in unauthorized purchases on the Net, just like in any other circumstance. If you catch something happening that is unauthorized notify your credit card company immediately.
4. Check out the Price Robots. Want to know where you can get the best price? Check out websites like www.mysimon.com, www.rusure.com and www.priceworld.com for starters. Those three sites compare prices around the Internet for you. The way it works is for you to enter the item number you want and then let the shopping robots run around looking for the best price. A Word of Advice: The best price is not always the best buy. Check for availability and in-stock items. Sometimes the best price means that the item won’t be available till after June---2005!
5. Check their reputation. One of the best sites for checking the reputation of a company is at www.bizrate.com. Also check out www.planetfeedback.com for complaints others have lodged against and praises of select companies. Why suffer what others have had to endure when you can learn from their anguish? Also beware of companies that have shills post overly complimentary remarks about a company. Even in the age of the Internet you have to do your homework.

Jupiter Media Metrix in New York is predicting $11.6 billion in Internet sales this year. That’s up 66% from last year. This means that you, as an Internet seller, must not only bring people to your site, but be able to fulfill the orders.

Here are some tips as you begin to sell online this year:

1. Bring ‘em in. You can have the best website anywhere but if no one comes to shop, you’re in trouble. Use all forms of advertising to attract customers. This means print advertising, broadcast, direct mail, business cards and more. Also consider links from other non-competing sites where there are complimentary products or services.
2. Make it smooth and easy. Don’t try to dazzle us with your fancy graphics and cute flashing lights. Think Amazon. They use no flashing signs or wild sounds on their site. Image load rapidly. Make the experience of being on your website one that is pleasant and fun. Make it as easy as possible to do business with you.
3. Fix the Flow. The flow of information for the customer must be easy. Test repeatedly to make sure customers can find what they want (a search engine on your site), read pertinent and detailed information, if desired (lots of hyperlinks with easy-to-return back buttons, pictures that load fast and a toll-free number to call if they want to talk with a live human being. Finally, make sure that the process of checkout is fast and easy.
4. Get the Back Office Running Well. This is the major reason for problems in E-Commerce. Test your accounting and ordering system so that orders are processed quickly and accurately. Make sure that if the product is not in stock that you either take it off the site or let customers know how long the delay will be before they can expect to receive the merchandise ordered.
5. Focus on Fulfillment. It is tough to do business and deliver goods online or offline. As you add more and more customers it becomes more difficult online to scale up to full functionality. More problems were registered last year at various E-Tailers because consumers didn’t receive the products they ordered.
6. Stay in touch. Stay in touch with your customers after they’ve placed the order. Let them know that you are there and the product is on the way. Keeping them posted with e-mail messages is a great way to do this. When they have received it, send another thank you e-mail and ask for their feedback. This feedback from customers will be worth its weight in gold.

So there are a few pointers to get your started. Now, make your own list and check it twice to make sure your Holiday shopping and selling season is efficient, fun and profitable.

Terry Brock is an internationally recognized professional speaker, consultant and author in the fields of business productivity, technology and marketing. His is a syndicated columnist for Biz Journals across America and can be reached at 407-363-0505 or by e-mail at terry@terrybrock.com.