Shopping Cart Solution

What is a shopping cart?

In a basic definition, it's a series of scripts that keep track of items a visitor picks to buy from your site until they proceed to the "checkout".

A popular misconception is that shopping carts handle the whole financial transaction, but they only really act as a front end which passes information via a secure connection (another service) to a payment gateway - a separate service altogether.

The payment gateway service then channels the requests and transfers throughout relevant financial networks, including the Internet merchant account with your bank. It then sends back confirmation or denial back to the shopping cart software. For further information on the "back-end" aspects of ecommerce; read our guide to payment gateways and merchant accounts.

The good news is that there are literally hundreds of shopping cart packages available. The bad news is the same as the good. Sometimes, too many choices make it very difficult to make a decision - especially when all companies claim to have the superior product. After having worked with or examined over a hundred different shopping cart applications over the years, I hope this article may make your life just a little bit easier!

Free or premium shopping carts?

It's very important before you begin reviewing software and services to be to be very specific in what you actually want the cart to be able to do. It may be that you really don't require all the bells and buzzers offered by high end packages - if this is the case, then a good package will cost around the $US250 - $300 mark; with some excellent, and in my opinion, crucial features included at the high end of that range. Some companies offer free shopping carts, but bear in mind that nothing in this world is truly free - read the fine print.

Be careful not to limit yourself either - you may only want limited features initially, but what about in the future? Give yourself room to grow as having to change software mid-stream to a totally different package can be a real time-sucker.

Shopping cart for downloadable goods

A very simple and easy to use shopping cart to sell your downloadable goods is from Ux cart - Shopping cart

Free ecommerce solutions

One of the best free ecommerce solutions around is Paypal, which integrates basic shopping cart functions with a payment gateway and merchant account - funds are paid to you via check or through direct deposit. Paypal is an excellent way to begin in ecommerce and is very widely accepted around the world.

You only pay a small percentage of each sale and there are no monthly fees or setup costs, plus you receive free fraud protection - no chargeback fees to worry about. Paypal also offers web developers a wide variety of easy to use tools to assist with rapid implementation.

What other features do shopping carts have?

Shopping cart software has come a long way in recent years, and many packages are so advanced that they are in effect entire store fronts and can actually be your entire web site. Some integrated elements of benefit to your online business you may wish to consider include:

Suggest sell/cross selling functions

Just as in the physical world, impulse buying via the Internet is quite common. Some shopping carts will suggest another product to complement a customers current selection. If offered at a discount rate, this strategy proves quite successful.

Quantity discounts/coupons

Many shopping carts now allow for the calculation of discount rates based on the number of units a customer wishes to purchase. Coupon functions allow you to issue special offers as part of your marketing campaigns. Usually, prospective clients are given special codes that are matched against a particular item or overall discount rate. I strongly recommend using a shopping cart that supports coupons; it's such a powerful sales strategy.

Autoresponder and newsletter functions

If you follow up all your clients with regular email offers, you may want to consider shopping cart software that has integrated autoresponder and newsletter capabilities - this will streamline your operations and can be used for maintaining other contact lists as well. Why buy two pieces of software when you can get them rolled into one?

Affiliate modules

One of the most effective, low cost ways to advertise your product is through an affiliate program. Your outlay is minimal if you only pay on performance; i.e. sales generated. An affiliate module can handle the signup process, provide statistics, streamline communications and keep track of payments to be made to affiliates.

Other features commonly incorporated into carts include inventory tracking, sales tax calculation, stationery creation/management, reviews and wish lists.

There's a number of questions you'll want to ask yourself when compiling a shopping cart wish list:

What kind of shopping cart does my hosting service support?

Shopping cart scripts are written in many different coding formats - PERL, PHP, ASP just to name a few. Be sure to check with your host before purchasing a program. If you opt for a remotely hosted service (explained in more detail below), then it won't matter what programming language the cart software is written in.

What is my budget?

It's easy to blow your budget on a turbo-charged shopping cart only to find that there were a number of other critical items you didn't factor in - like a payment gateway, or the fact that the cart software may be so complex that you need to hire somebody else to assist in implementation!