A really great benefit of running an e-commerce site is that you get to build a nice mailing list. Every customer who buys from you will leave their contact information, including their e-mail address. This means you can stay in touch with your customers. I'll go over this more in Part 6 , “Marketing Your Site”; for now, just know that it's important to stay in touch with your customers as often as possible (without going overboard and annoying them) to let them know what's new on the site, to update them on upcoming sales, to thank them for their purchases, to incentivize them to pass your store info on to their friends and family, and just to keep your store name in front of them. The more they see your store name, and the more often you can put a link back to your site in front of them, the more likely you'll be to prompt future sales.