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Q: What should I look for when choosing software to build my ecommerce website?

Answered by Richard Hall, partner at Ernst & Young

Over three quarters of companies in the UK now have a web site and 81 per cent of IoD members in a recent survey said they had increased their customer base as a result of having a company site. A surprising 16 per cent also now bring in more than a fifth of their sales via the internet. These figures can’t be ignored.

The current trend we’re seeing is that companies initially experiment with web sites, and develop increasingly complex sites as they see the number of web-based customers increase. They may begin with a site that is nothing more than an online company brochure, adding catalogues and then making the site transactional so people can actually buy through the site. The cost of developing a professional looking web site needn’t be high, as there are a range of options and tools available to suit every budget.

It sounds like it could be expensive, but the most cost-effective option is to start with a site developed by the company itself. This can be done with tools available off the shelf, or as part of a broadband package from an Internet Service Provider (ISP), such as our Internet Trader Pack. These allow users to build simple websites that include text, photography and click-through links, even if they have little IT or design knowledge.

The next stage is to use a package where you supply the copy and photography to the designers, and they use a series of pre-defined designs and pages to produce the site. This is great if customers want added functionality and a more professional feel to the site.

Although costly, the most flexible option is to have a bespoke site. This offers companies the ability to configure the entire look and feel of the site, and add in advance functionality to suit their needs.

Richard Hall is an Ernst & Young partner focusing on fast-growth, dynamic, middle market businesses. Richard leads a 3,000-strong team located in offices throughout the UK who are committed to helping middle market businesses grow. Richard's role includes leading the middle market transaction advisory services team.

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