Doing business online no longer requires a huge investment by retailers, thanks to developments in template-based online stores which are based on packaged applications that are delivered over the internet.

As nearly all online stores will require the same functions: catalogues, order baskets, payment processing, content management and member management, it makes sense for those components to be created once and shared by all stores, with each store effectively ‘renting’ its own copy of the applications.

The one area where it's important for online stores to differentiate is their look and feel, and naturally retailers feel very strongly about their business branding. So the ability to create a unique ‘skin’ for each site is an important part of a template-based e-store offering.

Using the latest internet application technology, individual sites can be created within minutes of the retailer selecting a template and supplying graphics such as logos. Typically, retailers will pay only a modest monthly rental charge – and retailers require no specialist hardware or software, other than internet access.

Anyone who wants to sell products and services over the internet, or who wants customers to be able to research their purchases on the internet, should consider an online store.

These days, a web site should be a standard part of the promotional and advertising mix for every business, along with other tools such as Yellow Pages, newspaper advertising and signage.