These “seasoned” online buyers have confidence in e-commerce; they even shop with unfamiliar online retailers to find unusual gifts. They also shop later into the season because they trust that online retailers will meet delivery guarantees.

After reading this, this writer believes that local online retailers can boost their online sales by offering Internet buyers an unforgettable online shopping experience. This can be done by combining the special look and feel of the real store with Internet functionality.

For example, online retailers need to make their products more visible online by providing relevant information on the Web site. Web pages loaded with useful information not only attract visitors, but also search engine spiders.

Such information includes detailed description about the products and services, shipping charges, testimonials from customers and product reviews, frequently asked questions (FAQs), privacy and refund policies, and full contact information (mailing address, phone number and e-mail address).

If possible, do place pictures of the store or staff on the Web site since a picture speaks a thousand words.

Also, have the pictures of the products in colour. Create thumbnail images and link them to full-sized photos of the product. If possible, use the latest technologies to optimise images for faster download.

Consumers may want a 360-degree view of the products, so such an option may come in handy. Alternatively, products can be viewed through three-dimensional images, video or video streaming.

Then there is virtual reality, which replicates the real-world environment with special graphics, video images and stereo sound. Virtual reality is also capable of mimicking the human learning process in the real world.

If possible, offer free samples and trials to consumers who are interested in the products. Such features help to eliminate the need for a shop assistant, which is found in the real world.

Steps must be taken to make sure that the products ordered online are secure. Here, online retailers must use a secure browser that complies with Secure Sockets Layer or even verify that the Web site is secure with a certificate.

And consider other payment modes besides credit card. These include electronic cash, electronic wallet, digital cheque and smartcard.

Post a trust seal programme, certified merchant programme or be part of any programme that encourages good business practices

because these could win the trust of consumers.

It is also desirable that an online retailer has its domain name because this reflects credibility compared to those with free Web space such as Geocities.

Ensure smooth delivery of products by updating customers through the entire buying process.

Advise customers on delivery time scales and guarantee a delivery time, especially since the holiday season is around the corner. If a shipment is going to arrive late, explain the problem to the customer and offer him the opportunity to cancel the product or provide a special discount to buy another product.

Finally, provide great customer service by providing FAQs, newsgroups and help lines that can be accessed through live chat text or Internet telephony.

In a nutshell, with the right strategies and techniques, local online retailers can spread their wings globally.