Shopping Cart Considerations

By Michelle Megna
January 9, 2007

Every Web shop owner knows that their shopping cart is an integral part of their business, and therefore, having one that fits your particular needs is paramount to a successful operation. With that in mind, together with Shannon McMurtrey, president of Cart32, we've compiled a checklist of important issues to consider, whether you're thinking of switching carts or just getting ready to sell online. How Will the Cart Operate?
Check to see whether you will be limited to a certain number of products. "You have to pay attention to the ability to grow, because if your business changes and you need database integration or want to add categories, you don't want your cost structure tied to it. That's one of those 'gotcha' hidden costs that can sneak up on you," says McMurtrey. "Plus, once you're up and running, you don't want to have to revisit your set-up." You also want to think of inventory tracking, and if the cart will integrate with any third-party applications you may have, or be adequate on its own, and be sure no manual processing is required. Another thing to consider is the option for coupons or gift certificates. "You want your cart to have specials-and-promotions features like free shipping so you can configure it ahead of time and present it to shoppers. That way they get the final total at check-out," says McMurtrey, adding that you should also check to see if the application is flexible enough to incorporate any affiliate programs you have set up. It's also recommended that you include a "quick-buy" feature that doesn't require registration at checkout. Often, shoppers will bail on a site if there is a registration form to fill out before finishing their payment transaction. McMurtrey says adding options such as Google Checkout can help in this area. "I'm a fan of Checkout," he says, "there were some hiccups at first but nothing that hasn't been resolved. Overall we're seeing that merchants are quite satisfied with it." How Does the Cart Handle Shipping?
If you determine shipping based on weight, be sure the cart can accommodate that need. Look for applications that plug directly into the big companies, such as UPS and FedEx, so that you can get real-time rates and tracking status. Of course one of the most important cart functions is payment processing. McMurtrey says you want to know what types of payment gateways the cart supports, if it supports other types of transactions aside from credit cards and whether it computes sales taxes. "You need a payment plan for people who don't have credit cards, because that can be a big source of cart abandonment. You also need to be prepared to handle different types of currency," says McMurtrey. "We have lots of merchants who never dreamed of doing international business, and next thing you know they're getting surprised by the volume of business and customers coming from around the world." Additionally, you want to inquire about which payment gateways the cart supports, and if it has the ability to determine sales tax. "Taxes get extremely complicated. As regulations change, you need a product that can respond instantly. State tax is an issue that's turning into a hairball because the government is starting to get involved. It will certainly be an issue at the forefront this year." Can the Cart Report the Numbers?
You should be aware of what type of sales activity information you can glean from your cart software. "It's a good idea to generate reports on the basics you want to track, such as sales, taxes, conversions," says McMurtrey, "and to be able to integrate third-party applications like Google Analytics or other analytics programs if you want to use them." What if You Need Help?
Finally, it's wise to find out if you will get prompt responses to your questions should you need tech support. McMurtrey says Cart32 includes Live Chat and has a popular support forum. "Merchants want to flip the switch and have it work, they don't want to have to send e-mails and wait overnight for help or get automated receptionists if they want someone to walk them through something. Touches like customer service provided by real people, live chat and a forum for peer support are important parts of the relationship with your cart supplier."
Three Basic Tips: Simplicity, Trust and Follow-Through
Finally, when setting up your shopping cart and selling online, McMurtrey says there are three simple things to remember.
First, make the checkout process simple and intuitive. Second, establish trust. "You don't want a customer to experience shopper's remorse at checkout where they're thinking 'I don't know if I want to give them my information,'" he says. "You want to signal that you are legitimate so there's no doubt, no reason to close the browser."
To that end, Cart32 just announced it is incorporating buySAFE into version 6.3 and higher, to be available in March. buySAFE certifies and monitors online merchants, identifying qualified merchants with the buySAFE Seal, and uses surety bonds to guarantee merchant transactions for online shoppers. Web shop owners display the buySAFE Seal on their sites and will be able to offer their customers the ability to bond their purchases at checkout.
The third and final point to remember, McMurtrey says, is to "Do what you say you're going to do. If you ship the correct product promptly, answer the phone, respond to e-mails and build customer trust, things will go well for you."