Purchases in ecommerce Shop With a Merchant Account

Achieving purchases from an ecommerce shop using a merchant account 
requires good marketing planning followed up with constant promotion. 
Customers will often visit your site several times before they make a 
purchase, so you need to ensure that there is plenty of content and 
ecommerce information to keep the customer visiting until thay are 
ready to purchase.

Show the freight costs early in the ordering process - use estimates 
if necessary - show something like the total cost of the order as they 
add products before processing their order through your merchant account.

Customer service is just as important online as it is offline - supply 
of additional information, prompt order fulling, equitable handling of 
returns and faults can make or break any retail establishment. 
 
Selling something offline or online is a process of making your potential 
customers aware of you and attracting them to your store - to build the 
visitor's confidence and get them to consider purchasing by differentiating 
your shop from the competition - demonstrate a good price/value relationship 
- and convince that you would be the best shop to buy from. Not all visitors 
will be prepared to make the buying decision when they first visit your 
website, so you have to offer free information and perhaps other services in 
order to give these visitors a reason to come back.

Security is important in for any business, online or offline. Customers need 
to be able to trust the merchant to both supply merchantable quality goods and 
to deal honestly with the customer's payments - the merchant, particularly in 
the online scenario, needs to be able to trust the customer - for instance not 
to make illegal charge-backs.

The  "what other people who ordered this book also purchased" function.  Like 
Amazon, you arrange for a customer who has indicated interest in a product to 
see other related products that people are actually buying.