Table of Contents

Introduction: The Elements of E-Commerce ....................................................................................4Establish Your Online Identity ...............................................................................................................5What’s in a Name?How to Get and Manage Domain NamesHow to Buy an Existing Domain NameBuild a User-Friendly Site ............................................................................................................6Plan Your Site CarefullyChoose the Right Site-Building ToolsSelect an ISP to Host Your Site ..............................................................................................................8What to Look for in a Web Hosting CompanyLet Customers Know They Can Trust You .........................................................................................9Understand RisksAuthenticated SSL CertificatesWhat You Should Know About FraudMitigating the Risk of FraudYour Privacy and Security StatementLet the World Know About Your Site ..................................................................................................11Be Prepared to Measure Your Success .............................................................................................13Make It Easy for Customers to Pay You ............................................................................................13It’s Different OnlineThe Payment Processing NetworkHow Online Payment Processing WorksPayment Processing—AuthorizationPayment Processing—SettlementWhat to Look for In an Online Payment Processing Solution ...................................................16With PayPal, Choosing a Payment Solution Doesn’t Have to Be Complicated.....................16Which PayPal Solutions Is Right For You?........................................................................................18