How to open an Online Store on Drupal

Companies classified as small businesses usually cannot afford to invest as heavily in expanding their sales geography as large manufacturers can. An alternative is to embrace e-commerce — selling products directly to consumers via the Internet. “Time to Live” explores the principles of building a successful online store.

Business Builder

Launching a fully functional online store requires building six core business processes. The first, and most important, is marketing — promoting your store, typically handled by a manager. The second is customer order placement, which can be handled by software that automates the process, halving the time needed. Third is order assembly — you’ll need a packer. Fourth is delivery, requiring transportation and a driver. Fifth is payment — an expediter may be involved. Finally, sixth is accounting for income and taxes, managed by an accountant.
However, simply having a staff and a store website does not guarantee successful sales.

Quick Search

The key task is driving traffic to your site. Some do this through email marketing. Others focus on SEO (Search Engine Optimization). A third group uses banner and contextual advertising. Regardless of your strategy, remember that search engines bring in the most traffic. To increase your sales, ensure your site is indexed by top engines (Yandex, Google, Rambler, Mail.Ru) and appears in the Top-10 for relevant keywords.

Site Navigation

Buyers appreciate easy product search. Provide a user-friendly catalog sorted by name, category, or brand, and include a search bar on your homepage. Offering a “compare with alternatives” option will increase conversion. Include contact info so customers know how to reach you — the more expensive the product, the more important this becomes.

Showcase Your Products

60% of Russian internet users say they don’t buy online because they can’t physically see the product. Provide detailed descriptions (size, weight, color, material), quality photos from multiple angles, or even 3D models. Informative product pages directly impact purchase decisions.

Always in Stock

A top-ranking, well-designed site can lose customers if products frequently display “out of stock.” Offer alternatives with side-by-side comparisons, or allow pre-orders if restocks are coming. If not, remove the item from your catalog.

Price Factor

Price matters — but isn’t everything. While online prices are typically 5–35% lower due to fewer overheads, buyers also value delivery time, service, and site design. According to Forbes.ru, tech sales via online stores grew 40–80% in 2009–2010. A reputable site with reliable service can outperform cheaper competitors with poor support.

Order Process

Keep ordering simple. From finding the product to completing the purchase, aim for no more than four clicks. After placing an order, send an email confirmation including product details and payment info. Allow easy corrections. If your site doesn’t support order edits, have a manager call to confirm — this boosts customer trust and opens opportunities to upsell or promote discounts.

Speed Matters

61% of online buyers prioritize saving time. If your site doesn’t deliver on this promise, they won’t return. Deliver promptly at a time convenient to the customer. If delays occur, notify and apologize. Offering a free sample, discount, or gift can turn a mistake into a loyalty booster. Use courier services for other cities, or hire in-house couriers for local delivery. Display delivery costs and free-shipping terms prominently.

Payment Options

Provide as many payment options as possible:

• Online bank transfer (e.g., Alfa-Click).
• Virtual money (WebMoney, Yandex.Money, QIWI Wallet, etc.).
• Bank card payments at checkout or upon delivery (via mobile POS).
• Cash on delivery (COD).
• Postal payment upon product receipt.

Customer Focus

Your online store should also foster community and communication. If you sell wellness products, offer free consultations. If you sell books or media, let users leave reviews. Positive feedback can significantly influence new buyers. Prominently display reviews on your homepage — customer feedback is an invaluable source of insights for improving your site and increasing sales.