So You Want to Build An e-Commerce Site?

Ecommerce Pic

It’s a fact that society as a whole is being programmed and has been conditioned to transact and do most of their transactions online via the web! Retailers that I consult over the last several years have had to migrate their brick and mortar business online in order to be competitive and ensure that they can sell their products in a more convenient matter. However what I do find most interesting is that because there’s so many options and many of the options that are out there are technical in nature, the business owners have a hard time understanding what route to take when it comes to building their e-commerce site online.

One of the things that I’ve decided to do in today’s Blog post is to begin the conversation regarding how to appropriately build an e-commerce enabled site so you can successfully sell your products and services online using a shopping cart.

One of the most fundamental principles that I teach and consult my clients on relates to how they should go about starting their e-commerce endeavors online. If you are a retailer or brick-and-mortar merchant and have never sold via an e-commerce site online I think this blog post and many of the other articles that I’m going to begin posting are going to be extremely helpful because even though a lot of the fundamental principles of traditional sales our embedded with an e-commerce site there are a lot of other principles that are completely opposite and different in the traditional sense.


Suggestion #1
The first principle that I like to point out to a merchant or a new brick-and-mortar retailer is that you’re going to have to hire expertise to get your e-commerce site up and running. You cannot take a shortcut on this, you cannot take the time to learn it all on your own,  it is going to cost you an exorbitant amount of time and money to be able to do it on your own, but what you can do is hire a professional to help you build the site, get a shopping cart integrated and learn from the process because if you’re not technical or tech savvy, you’re going to need a guide.

Suggestion #2 
The second thing you’re going to need is for that person you’re hiring to go over with you all the different options that you have for building your e-commerce website. There are many pros and cons to developing it from scratch versus buying an out-of-the-box e-commerce solution or even using a hosted solution like many of the companies that are out there on the web. Regardless of what option you decide to take you need to keep in mind what the long-term goal is of your e-commerce endeavors. If you’re a serious merchant with tons of inventory and you already successful on the retail market you’re going to need to expense and invest time and money to properly position yourself online and compete against your competitors. If you’re a fairly small to medium size merchant and you have some inventory and you’d like to sell that inventory online you’re going to in the very least have to make some kind of commitment and investment into the project in order to do it right the first time. There are plenty of small size retailers that started off with a very basic model online but did all the right things in order to be able to grow and scale their business.

Suggestion #3
The last thing I’ll mention on this particular Blog post regarding this topic is that as a retailer or brick-and-mortar merchant you’re going to have to change your mindset as to how this all works online. One of the biggest hurdles and obstacles that most of my clients have to overcome is the fact that they are used to speaking to people face-to-face, talking to people face-to-face, selling their product face-to-face and don’t really understand how someone can virtually buy something on their online store without ever having talk to or be convinced by someone to buy a product. The reality is people who buy online look for certain things and certain indicators to confirm whether or not who they want to buy from is worthy of the purchase and whether or not they can trust them in the transaction for the item and product that they need to buy. Another big factor has to do with pricing because of the fact that someone can open up another tab on their browser and compare pricing that also makes the work a little more difficult it’s not like when you’re any physical store and don’t want to drive across town to save yourself a few bucks on an item you want to purchase, when you’re buying online the dynamics and the competition are very different however that is not to say that you have to drop your pants and not make any margin on the products that you sell in order to be competitive. A good example of someone who has been successful selling higher than normal priced items on their site but has used customer service as their unique value proposition is a company like Zappos the shoe store. If you visits Zappos and you want to buy a product you’ll notice that they aren’t the cheapest or the most inexpensive option in the market however what they do offer is a tremendous amount of credibility and customer service to their buyers and they have created a culture around their business which is extremely important if you plan on being successful long-term i.e. the reason why you want to make sure that whatever structure you put in place is first done within the scope of a solid strategy for your online business.

For more information and more tips on how to effectively build your online or e-commerce store keep visiting us at

Until next time!

Need help or think that you need help regarding building your commerce site, please feel free to contact us at or call us at 305-389 8955


To your success,

Emilio Yepez
Lighthouse Internet media
Phone: 305-389-8955
AIM: affiliateagle
Skype: emilioyepez
Twitter: affiliateagle
Linkedin: Click Here

About Emilio Yepez & Lighthouse Internet Media:

Emilio Yepez Adwords & Digital Marketer

Lighthouse Internet Media is a digital marketing agency located in Miami, Florida! Its Founder Emilio Yepez is a performance driven executive manager with over 19 years of Internet Marketing, Retail & Operations.

In 1996 he started a successful career with (IAC) Inter Active Corp/Interval International. During his 11 year career at IAC I held various responsibilities ranging from Operations, Customers Service to Managerial roles as a Divisional Manager for Hyatt & Marriott Resorts.

In 2006 he resigned from IAC and decided to co found ARC Media Consultants where he was Vice President of Operations, Business Development and Internet Marketing.

In the winter of 2010 he was recruited by MBF Health Care Partners, a prominent Equity Firm located in Coral Gables, Florida. While at MBF he was tasked with spearheading the strategic planning & development of their retail acquisition (, the first Hispanic retail pharmacy e Commerce site on the web.

As President of Lighthouse Internet Media he has personally consulted over 400 businesses, including major Internet Retailer 500 Companies, consumer product, sales and call center companies in the US.

Digital/Online Strengths & Expertise:
Pay Per Click Marketing (Paid Traffic)
Direct Response Marketing
Search Engine Optimization
Affiliate Marketing
Media Buying
Email Marketing
Social Media Marketing
Web Development

Business Strengths:
Strategic Business Planning & Consulting
Business Processes & Systems Implementation
In depth Marketing Research & Analysis
Call Center Operations & Management
Efficiency Expertise
Risk Assessment & Management
Retail Management
Leadership & Development
Leadership Theory & Practice
Equity Management & Finance

Personal Interests & Studies:
Christianity -Spiritual Studies
Quantum Mechanics
Deductive Logic & Reasoning
Creative Thinking & Problem Solving
Psychology & Nuero-Science
Golf & Polo



Adwords is now giving you more control when bidding based on device

Adwords is now giving you more control when bidding based on device



Google Adwords recently stated on May 24 they are now going to be allowing advertisers to set bid adjustments specifically for tablet devices just like they do with desktop and mobile. This is an important feature that should be considered in your overall strategy because there are many who specifically see conversions happen within a tablet that they don’t normally see on a desktop or mobile phone therefore giving the advertiser now a little bit more leeway to set their bids accordingly.

For those advertisers that typically do not bid or set their bid adjustments for mobile and desktop this is probably a good opportunity for you to get up to speed as a relates to how setting these bids can make or break a campaign. You see most people that are advertising on Google sometimes automatically set a mobile default bid thinking that because mobile is so popular it’s the ideal setting for their particular campaign, when in fact in most cases depending on your product or service desk top or tablet might be the best default setting within your account in order to make it as effective as possible. In the case of this new development where Adwords will now allow you to set your default bids with a tablet device I think this would probably be a good opportunity for many of the merchant and advertisers out there to incorporate a Desktop and tablet strategy for their particular campaign.

If your business needs help understanding this new Google development my recommendation is to hire a professional and contact us by email at or call me directly at 305-398955

In your service,
Emilio Yepez

Grow Your Online Business Today

There are many ways to grow your online business today. You can include your website on business cards and brochures that you pass out to consumers or business customers. You can also include your website URL in classified ads that you place in trade or consumer journals. The key is making sure you track your offline advertising so you can determine which ad campaigns are profitable.

Email marketing can also be highly effective. Purchase some bulk email software. This allows you to load and send thousands of emails out simultaneously. You can purchase your email lists from the Direct Mail Association or companies like InfoUSA. Start by testing email lists from several different vendors, then order more from the ones that get results. Lighthouse Internet Media can help you with your email marketing campaign, and even create an entire strategic business plan for you.

Search engine optimization and pay per click advertising on Google Adwords are two of the most highly effective ways to grow your online business. In search engine optimization, you include certain keywords that people are most likely to be use by people searching for your products. Search engine optimizers can also code and organize your pages for optimum results, giving you a high ranking in major search engines like Yahoo and Google. Google Adwords allows you to pay for each click to your website. The amount you pay per click determines your position. Lighthouse Internet Media professionals are experts in search engine optimization and pay-per-click advertising. They can help you grow your business exponentially.

Lighthouse Internet Media are also experts in social media. They can help you use one of the most important media tools today, promoting your site through Facebook, Twitter, Linked-In and other major sites. They know the methods of generating traffic fast so you can earn a solid return on your advertising investment.


Emilio Yepez
305 389 8955

Hire An Ecommerce Consultant…..Please

Good evening,

Over the weekend I received a call from a local start-up in Miami considering getting into an online business, primarily focusing on home decor and niche products online. After 30 minutes on the phone with this merchant, they expressed their immediate need for an e-commerce consultant based in Miami. Their main focus and urgency was to get someone to help them and get help fast.

Unfortunately, this merchant before contacting me for help, decided to research the web and seek out free help on blogs and forums, they opted to short cut their e-commerce business planning and poured almost 50K in Pay Per Click marketing into an Adwords Account, only to lose it all over a 90 day period of time. Needless to say, this merchant was in trouble and needed help fast, unfortunately after I spoke with them and explained that it would take them anywhere between 4-6 months for us to dig them out of their trouble, they decided to seek out another consultant. And the story repeats itself over and over…

There is No QUICK FIX, BUT there is a Fix!

As an e-commerce consultant I get these calls now and then and unfortunately, this type of urgent, “wave the magic stick” approach is nothing more than a fairytale. The truth is there is NO Quick fix when you get yourself these types of situations. Unless you decide to throw tons of money at the problem, which typically doesn’t work, you may not be able to turn things around very quickly.

The Good News: You can turn things around with the help of a seasoned e-commerce firm and begin recovering your losses and short cut your learning curve.


You can opt to “do it yourself” , experience sleepless nights, experience huge potential loses, unnecessary frustration and a financial pit so deep it will make your head spin. I hate to sound so matter of fact, but there really is a better way. As an e-commerce consultant in Miami I always recommend potential clients opt for the wise choice, pay to learn the business and hire a Miami based e-commerce firm like ours to help you navigate the uncharted territories of the online world.

Question: What are some benefits you can expect to receive?  

Pay as You go or Retain our Firm, its up to you!

By Hiring us you get the following:

1. Avoid costly mistakes an online novice will typically make
2. SAVE yourselves tons of money
3. FAST track your online business
4. Learn from someone whos been there and done it
5. Get Clarity and a realistic expectation for your online business
6. Finally, set yourself up for success and begin selling sooner, rather than later!

I dont want to sound like I am overselling our services, becuase I am not. Even if you dont contact us or hire us, hire someone. Get someone who has a proven record and get the help you need. Dont go at it alone. If you plan on spending a good amount of captial on the online business, get a feasability study, have someone like our firm put together a business plan and really get situated. Believe me, you’ll thank me later.

In your service,

Emilio Yepez
305 389 8955