As more and more retailers feel the effects of this difficult economy, there is a ray of hope that radiates to those utilizing the internet for a source of sales (often called etailers).

Keep in mind that operating a store on the internet can have its tough times as well — after all, operating a successful business online is not a whole lot different in principle than offline. It’s the implementation and approach that distinguish the two.

Having said that I recently received a catalog in the mail which had he following quotation printed on the front:

“E-Retailing remains a bright spot in a dark economy but only web sites that improve performance will continue to shine.”

I read it and thought ya know, that’s what I have been saying all along and it couldn’t be more true.

I have encountered or worked with many etailers that are very successful online — even now. The key factor that differentiates the successful ecommerce businesses from those that are struggling is that those who are not only surviving, but thriving, are making sure they continually focus on improving the performance of their website. It’s an ongoing process that involves continual investment, patience, and analysis.

If you are one of those ecommerce store owners that is scratching your head wondering why you are having such a hard time generating sales, ask yourself what amount of real continual investment and analysis is being put into the business. How much patience do you have? Are you expecting noticeable sales increases overnight?

Remember, you only get out of something what you put into it. Put half in, get half out. Start a process and don’t finish, the business won’t finish. It’s that simple.

I often here store owners say they start a process to build their business and then 3 months into it wonder why it’s not “working”. The mistake they are making here is that they are looking at the end goal as the measurement factor for determining success. In fact, although the end goal is what is sought, the path along the way should be measured by small incremental improvements which all move the business closer to that end goal — not measured by the end goal itself.

“It’s not about how fast you get there, it’s about getting there at all.”

Sustainable business is not built overnight. It takes careful planning, implementation, dedication, and most importantly time. Rome wasn’t built in a day — your ecommerce business is no different.