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Selling Online: How to Become a Successful E-Commerce Merchant Paperback – March 14, 2001


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Product Details

  • Paperback: 416 pages
  • Publisher: Kaplan Business (March 14, 2001)
  • Language: English
  • ISBN-10: 0793145171
  • ISBN-13: 978-0793145171
  • Product Dimensions: 9 x 6.1 x 1.4 inches
  • Shipping Weight: 2.3 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #617,619 in Books (See Top 100 in Books)

Editorial Reviews

From Library Journal

Retailer dot-coms are very much in the news today, with companies collapsing and their value dropping on the stock market. But, according to internationally known e-commerce analysts Carroll and Broadhead, "far from being dead, e-business is thriving." In this practical guide, the authors take readers through a five-step process for creating an online store: planning, preparation, development, education, and refinement. Using illustrations of businesses on the web (including Staples.com, Yahoo Store, and Amazon.com), the authors explain how to design a user-friendly web site and describe such desirable design elements as easy navigation, search functionality, and fast download times. In case studies, retail dot-com owners describe their businesses, discuss what makes their companies successful, and offer advice to aspiring entrepreneurs. "E-Facts" presented throughout the book provide demographics and statistics related to e-commerce. This informative and very timely book is recommended for business collections in public and academic libraries. Lucy Heckman, St. John's Univ. Lib., Jamaica, NY
Copyright 2001 Reed Business Information, Inc.

About the Author

Since teaming up in 1994, internationally recognized e-commerce analysts Jim Carroll and Rick Broadhead have played a key role in educating consumers on the Internet, business and new technology. They have co-authored an astonishing 29 books, many of which feature partnerships with prominent Internet and technology firms, including Sprint, IBM, Visa and Excite.

Since teaming up in 1994, internationally recognized e-commerce analysts Rick Broadhead and Jim Carroll have played a key role in educating consumers on the Internet, business and new technology. They have co-authored an astonishing 29 books, many of which feature partnerships with prominent Internet and technology firms, including Sprint, IBM, Visa and Excite.

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Customer Reviews

The details are excellent and the writing is easy to understand.
Yorn Rubas
It's so full of great info. for those of us who already have an e-commerce site it's great up to date information on running an e-biz better.
Abeachdude .Com
A must have book if you're starting or already have an online business.
C. Marchione

Most Helpful Customer Reviews

86 of 100 people found the following review helpful By Jon on May 4, 2002
Format: Paperback Verified Purchase
I'm a firm believer that the best way to learn about doing something is to consult someone who's done it or to just start doing it yourself. This book really doesn't provide either of these things. The authors don't seem to have had too much success in the e-commerce world (or else choose not to share their expertise with readers in this simple book).
Selling Online is better than a lot of the other really, really bad "online commerce" books I've seen out there, but not by a lot really. The overwhelming majority of the information here could be found for free on the Web, as the book does little more than give very, very vague overviews of various aspects of e-commerce and then point the reader off to a series of vendor sites (many of which no longer exist, and which in any case are not very informative and try to take advantage of would-be Internet entrepreneurs).
Do yourself a favor, really. Buy books on HTML and CGI, and then get yourself a computer and fire up Google and search for information about setting up an online business (be specific so as to avoid lots of the scam companies... if there are flashy graphics and the word MILLIONS written all over the site... then leave quickly and avoid the pop-ups that will follow you!) Once you have the technical background to build a website the other technical details of running an online store will all fall into place.
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23 of 25 people found the following review helpful By JHL on July 28, 2001
Format: Paperback
This is not for home-based businesses! If you already have a retail/wholesale/manufacturing business and are looking to put up a serious business online, this is the complete reference. Lots of information on shopping cart software, hosting, promotion, merchant accounts and marketing. The most complete book for FULL-TIME online e-commerce.
EVERY PAGE HAS TIPS and links to more information.
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17 of 18 people found the following review helpful By Chris Sandoval on July 24, 2005
Format: Paperback
We bought this book thinking it it would help small online merchants, but the "Merchant" in the title is misleading. It is written more for large organizations that are having a complete website developed custom for them, not for the little guys trying to get going. Also, hundreds of new ecommerce programs have been developed since this book was written which this book does not cover. And the information is outdated, such as it is no longer necessary to open a merchant account directly with your bank, or process your own credit cards on your website, as we later found out. There are companies and resellers who take care of all that for you, even including security.

If you are going to start out with a big business like Amazon or Yahoo you might find the background information useful, but most businesses start out with just one or two people trying to learn everything. If you are small entrepeneurs like us, look for something more specific.
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32 of 38 people found the following review helpful By Emile AULD on June 16, 2004
Format: Paperback
Does this book need another great review ?
Just in case you are swayed by the couple of bad reviews, I just thought I'd mention that this is by far the most useful book I've read on setting up an Internet Store.
(and I've read a few !!)
It's worth buying just for the section on selecting the right e-commerce software package.
There is lots of other useful stuff in there too.
Don't waste your time trawling the web looking for all this stuff, unless your time is worth about 0.0000000001 cents an hour.
It's all in here for a small price, and a lot more accessible too.
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12 of 14 people found the following review helpful By Dr. Ralph F. Wilson on May 2, 2001
Format: Paperback
When Carroll and Broadhead published Selling Online for Canadians in 1999 it was very well done. The revised version, which covers US e-commerce products and services, is the best single e-commerce book for the online merchant available in print. The authors have done a fabulous job including in this volume all of the essentials that an e-merchant needs to know...
...Selling Online consists of nine chapters, some short, and others 100 to 150 pages long. The first asks 23 tough questions that e-merchants should answer before setting up an online store. Too many small businesses go online with unrealistic expectations and flimsy business plans. These questions will help prospective e-tailers avoid disaster by grappling ahead of time with the opportunities and obstacles of e-commerce...
...Chapter 3, "Tips for Building an Effective Online Store," is the highlight of the book. The authors carefully examine each of the factors that affect sales in an online store, and explain how to get the maximum impact out of each. E-merchants who spend weeks studying this section and applying what they learn to their own site are bound to transform both the look of their site as well as their sales conversion rate...
...I really like the scope and detail contained in Selling Online. It's the first volume I am recommending to both novice and experienced e-merchants...
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17 of 21 people found the following review helpful By A Customer on December 6, 2003
Format: Paperback
As a (non-IT) executive of an established brick & mortar retailer which is about to start selling online, I wanted to get in-depth practical understanding of the many issues related to e-commerce. I bought 3 books (the other 2 written by Janice Reynolds) and this book was by far the best. Clearly the authors of this book have a lot of hands-on experience, and they are able to pass it on with a clear and easy to read style, using a lot of useful practical examples.
This book provides excellent coverage of website features, order fulfillment, and web marketing. Only the discussion of logistics operations (including processes for shipping, handling returns, etc.) could have been more complete, but I have yet to find a good e-commerce logistics book...
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