Table of Contents

Acknowledgments     xi
Foreword   Bradford Matson     xiii
Preface     xv
Introduction     xix
What Is a Luxury Product?     xxi
How E-Commerce Is Different from Traditional Retail     xxii
Should You Shutter Your Storefront?     xxiv
The Wonderful World of Online Boutiques     xxiv
eBags Inc     xxvi
Getting Started     1
Sounds Like a Plan     2
Getting Funding     3
When You Need Lots of Money     5
Cashman Computer Associates DBA Moon River Pearls     9
Setting Up Your Business     12
Your Business's Infrastructure     18
How to Choose the Products You'll Sell     21
Setting Yourself Apart     22
Your Inventory Requirements     23
Pricing     25
Competition and Pricing     26
Current and Future Demand for Your Products     28
Your Passion for the Products     28
Finding Products to Sell     29
Choosing the Right Wholesale Supplier     32
Getting to Know Your Target Audience     35
Your Customers     36
Establish Your Niche     37
Doing Your Market Research     39
Addressing the Wants and Needs of Your Customers     40
Reaching Your Customers     41
Choosing Your Company Name and Registering Your URL     43
Brainstorming the Perfect Web Address     44
Tools You'll Need to Get Started     51
Gathering the Equipment You'll Need     52
Other Equipment     55
A Well-Thought-Out Site     56
Creating Your Site's Text     60
The Kind of Text to Post     61
Creating Professional-Quality Product Photos     62
Your Company's Logo     65
E-Commerce Turnkey Solutions     67
Why Amazon?     70
Yahoo! Merchant Solutions     72
eBay     73
Should You Etsy?     74
Understanding Online Payment Options     81
Confidence Boosters     83
Security Seals     85
Pay It Safe     89
The Taxing of Online Sales     90
Inventory and Fulfillment     93
Inventory     94
Catch-22     94
Nightmare on Inventory Street     95
The Holiday Season     96
Shipping and Handling     96
Pass the Popcorn     99
Fulfillment Outsourcing     100
Return Issues     101
Customer Service for Success     103
Headsets.com Inc.     109
Time for an Upgrade?     113
Searchandising     117
Going Wireless     118
Search Engine Optimization and Other Marketing Tactics     121
Search Engine Optimization Is Essential for Your Online Boutique     122
Registration     122
Meta Tags     122
High Rankings     123
Search Engine Marketing     124
Comparison Shopping Sites     127
Other Linking Strategies     128
Online Display Advertising     129
Affiliate Programs     130
Google AdSense Makes Sense     132
E-Mail Marketing and Other Advertising Tactics     135
Following the Law     137
Using an ESP     138
Traditional Media     141
Social Media Marketing and Online Boutiques     145
Social Networking Sites on the Rise     147
Blogging for Business     149
Try Podcasting     152
RSS Marketing Feeding Frenzy      152
Adding Reviews to Your Site     154
Promote Your Online Boutique with Social Bookmarking Sites     156
Using Video     158
Adding Widgets to Your Site     161
Fundamental Steps to Take with Social Media     163
Keeping Your Site Sticky     167
Stick It to Me     168
Adding a Site Search Tool     169
Your Customers Online     172
Usability Testing     175
Tapping International Markets     177
Foreign Affairs     178
All Aboard     179
Online Boutique Resources     183
Glossary     193
Index     203