More than $117 billion passed hands from Internet shoppers to Internet vendors in 2004, according to the statistical research firm comScore. Thats billion, with a B. Compared to the year before, the figure represents a whopping 24 percent increase in sales. Compared to the early 1990s, when the Web was a questionable commercial venture, todays $117 billion is proof-positive that the Web is the full-fledged money-making machine. It seems to be a big enough pie that any merchant with a Web site can cut out his heaping slice.
Not so fast. As any merchant whos tried to take a bite out of the Internet will tell you, turning a profit online is not as simple as throwing a few pages together. Professional Web sites cost big bucks for design, consultation, and upkeep. Either you have to hire a full-time editor or technician to manage your Web store, or you need to pay three-digit hourly rates to contract Web professionals. Then you have to face fees for Web hosting, broadband access, and IT maintenance.
Even after you expend all of this capital and launch your Web site, youre still not guaranteed anything. Your site will only be one among millions, if not billions. Yes,...
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