Since 2005, my husband and I have operated Baying Hound Ltd. in the form of an eBay store, independent website, and Yahoo Store. We had no previous experience in retail or ecommerce. We initially sold military surplus items and transitioned to eco-friendly outdoor goods in 2007. Do-it-yourselfers to the core, we are the web developers, copy writers, package handlers, and bookkeepers. Our story is best told through things we’ve learned about running an internet business.

1) Direction is Good. When we started selling online, we were selling what sold well. However, we didn't really like the products even though they were making us money. It wasn’t rewarding and in fact drained our emotional strength even though the business was successful. When we transitioned to eco-friendly gear, products we know and use ourselves, running the business became much more engaging.

2) The Internet is International. Our customers find us from all over the world. Communicating with non-english speakers is one of the greatest challenges but always has touches of humor and excitement. When the volatile exchange rates became favorable, Canadian customers flooded our website. Shipping internationally takes a bit more work, but it is worth it to know we are satisfying customers around the world while at the same time expanding our available customer base.

3) Change is Constant. Of course this idiom is true in every field, but change is especially present in the growing ecommerce marketplace. Keeping up with the news in search engine optimization, marketing and advertising opportunities, and accessibility can take enormous amounts of time. The best way we have found to manage these changes is to stay connected with professionals through online forums and blogs.

4) Social Networking is Super. Social Networking is the new frontier in customer relations and business support. We use Twitter, Facebook, and blogging to share news, address customer questions and concerns, and stay connected to other small business owners. Marketing through social networks is more interesting and engaging than via traditional media. If not for these outlets, running an internet business might feel very lonely.

5) Customer Interaction is Unusual. In the brick and mortar world, you meet every customer, so you get an average of the buying population. In ecommerce, many customers order, pay, and receive their goods without any personal interaction. The ones we do talk through email or phone are usually extreme in some way. Some are lonely and want to spend time talking about something extraneous; others have requested most unique packaging. Of course we are happy to oblige and then wonder about the variety of the human experience.

6) Shoestring Budget is Possible. An internet store can require less overhead than the typical brick and mortar store. We carry stock in our basement, and started by using our personal computers and office supplies. We researched and continue to consider opening a brick and mortar store, but it requires more regular expenses than our successful shoestring operation.

7) Worktime is Weird. Working from home with a store that’s open around the clock means we could easily work 24 hours a day. Instead, we prioritize tasks and schedule plenty of non-work time. On the flip side of the coin, we can put in hours late at night or on weekends when traditional businesses might be closed.

8) Earth Friendly is Excellent. Our passion is leaving a light footprint on the earth. We sell products to help others live eco-friendly lives. Internet retail is a green solution to consumerism because studies show shopping online reduces transportation and packaging waste. We are hopeful that as more customers become conscious consumers, green Internet stores will thrive.

Allow your lifestyle to direct your business choices and you will be rewarded beyond profit.