The Online Seller’s Manual

Most online stores are not short of traffic. They are short of margin.

It is entirely possible to grow revenue every month and make less money doing it. Shipping is underpriced, returns are not counted, the fees are taken off the top, and the bestseller turns out to be the product with the thinnest margin in the catalog.

This manual writes the store down. Product costing, pricing, reorder points, suppliers, fulfillment, shipping, returns, customer messages and the weekly look at the numbers are each set out as a procedure.

It has no opinion on what you sell. It assumes the products are yours and that the arithmetic underneath them has never been done properly.

Inside, you will learn how to

• Cost a product with fees, shipping and returns included
• Find the bestseller that is quietly losing you money
• Set reorder points so you stop selling out of the good lines
• Price shipping so it is neither a loss nor a deterrent
• Clear slow stock without training buyers to wait for sales
• Read the four numbers that tell you how the month really went