Part I: Planning and Gathering.

Chapter 1:Web Stores Overview: Discovering Your Purpose.

Chapter 2: Developing Your Store Policies.

Part II: Constructing Your Web Store.

Chapter 3: Finding Your Storefront Provider.

Chapter 4: Yahoo! Merchant Solutions.

Chapter 5: ProStores.

Chapter 6: 1&1 eShops.

Chapter 7: Establishing Your Payment Options.

Chapter 8: Laying Out Your Design from the Ground Up.

Part III: Filling In the Blanks (and Shelves).

Chapter 9: Setting Up Your Catalog of Goods.

Chapter 10: Adding Pictures and Copy to Your Catalog.

Chapter 11: Building Your Store Features and Functions.

Chapter 12: Setting Up Your Back Office.

Part IV: Finalizing Your Web Store.

Chapter 13: Putting Your Web Store at the Hub of Your Sales.

Chapter 14: Hard Facts About Your Store’s “Soft Launch”.

Chapter 15: Load, Look, and Launch — Final Steps Before You Open.

Part V: Promotion and Outsourcing of Your Web Store.

Chapter 16: Getting the Word Out — Drawing Attention to Your Store.

Chapter 17: Online Marketing Campaigns.

Chapter 18: Outsourcing Store Elements — Going to the Next Level.

Part VI: The Part of Tens.

Chapter 19: Ten Things Every Web Store Needs.

Chapter 20: Ten Tips for Designing Your Web Store.

Chapter 21: Ten Traps to Avoid While Building and Running Your Store.

Index.