Introduction 1 Part 1: Getting Started with Selling Online 5 Chapter 1: Introducing the Business of Selling Online 7 Chapter 2: Selling Online in a Nutshell 11 Chapter 3: You're onto Something: Assessing Your Idea 31 Chapter 4: The Secret Sauce: Sourcing Products and Buying Stock 43 Chapter 5: Taking Stock: Inventory Management 57 Part 2: Full Steam Ahead: Building Your Online Store 75 Chapter 6: The Starting Line: Legal Matters and Registering Your Online Business 77 Chapter 7: Choosing a Platform for Building Your Website 93 Chapter 8: Navigating an Ecommerce Website 111 Chapter 9: The Blueprints: Designing Your Online Store 133 Chapter 10: The Reward: Receiving Payments 169 Part 3: All About the Customer: Providing a Positive Customer Experience 187 Chapter 11: Understanding the User Experience 189 Chapter 12: Customer Service: Happy Customers Are Loyal Customers 205 Chapter 13: From Here to There: Order Fulfilment 223 Chapter 14: Closing the Loop: Returns 237 Part 4: The Next Big Thing: Marketing Your Ecommerce Business 251 Chapter 15: Digital Marketing: A Beginner's Guide 253 Chapter 16: The Search Party: Finding New Customers 265 Chapter 17: Sticky Customers: Customer Retention 285 Chapter 18: Getting Social: Social Media and Influencer Marketing 299 Part 5: The Part of Tens 319 Chapter 19: Ten Things to Understand About Selling Online 321 Chapter 20: Ten Useful Online Tools 329 Chapter 21: Ten Things to Check Before Going Live 337 Appendix: List of Abbreviations 345 Index 349.