Could your business sell online? Practical ways to start

Customers WhatsApp you for prices, phone to check whether something is in stock, or ask if they can pay before they collect. Each of those is a sign that some of your sales could happen online.

Selling online does not have to mean a large online store with thousands of products. For many South African SMEs, it starts with making it easier to order and pay for what they already sell.

Practical ways to sell online

Order online, collect in store

If you have premises, letting customers order and pay online, then collect, is one of the simplest places to start. You avoid most delivery costs and complications, the customer knows the item is waiting, and you are paid before you pack.

It works well for hardware, parts, gifts, baked goods and anything customers usually want the same day.

Repeat orders and subscriptions

If customers buy the same things regularly, such as coffee, pet food, cleaning or office supplies, a repeat order or subscription saves them the effort of reordering. For you, it means more predictable income and easier stock planning.

Some payment providers support this directly. Payfast, for example, lists subscriptions ("schedule payments at regular intervals") among its features.

Online quotes and orders for business customers

If you sell to other businesses, you may not need a public checkout at all. A trade portal where approved customers see their prices, reorder past items, request quotes or download invoices can save hours of phone calls and emails. This often fits suppliers, wholesalers and service businesses better than a traditional shop.

Show your products properly

Even if you do not take payment online yet, good product information sells. Customers want clear photos, sizes, prices, stock status, delivery options and answers to common questions. If you mainly sell through WhatsApp, the Business app's catalogue lets customers browse your products and services in the chat.

Getting paid

A payment gateway is the service that takes the customer's payment on your website and pays it into your account. South African options support local payment methods. Payfast, for example, lists cards, Instant EFT, SnapScan, Zapper, Capitec Pay and Mobicred among its methods, with plugins for platforms such as WooCommerce and Shopify. It also offers payment requests by email and online invoice payments, which suit businesses that quote first.

When you compare providers, look at transaction fees, how quickly you are paid out, which payment methods your customers actually use, and how refunds work. The law also requires a payment system that is "sufficiently secure" by current standards (ECTA section 43(5)).

Delivery and courier realities

Delivery is where many online sellers lose money or customers. Plan it before you launch:

• Decide your options: collection, your own local delivery, a courier, or pick-up points and lockers.
• Price delivery honestly. Weigh and measure typical orders, and show delivery costs before payment. ECTA requires the full price, including transport costs, to be shown.
• Set realistic times. Outlying areas usually cost more and take longer. Unless you agree otherwise with the customer, ECTA section 46 expects orders to be fulfilled within 30 days.
• Keep customers informed with order confirmations, dispatch notices and tracking.
• Package for the journey, especially fragile or perishable goods.

Returns and the law: the basics

Two laws matter most when you sell online to consumers: the Electronic Communications and Transactions Act (ECTA) and the Consumer Protection Act (CPA). This is general information, not legal advice.

What your website must show (ECTA section 43)

Section 43 lists what an online seller must make available on the website, including:

• your full business name, legal status, physical address, telephone number and email
• for a company, its registration number and the names of its office bearers (such as directors)
• a clear description of the goods or services
• the full price, including transport costs, taxes and other fees
• accepted payment methods and your terms, including guarantees
• when goods will be dispatched or delivered
• your returns, exchange and refund policy
• your security and privacy policies for payment and personal information
• the minimum duration of any recurring agreement, such as a subscription

Customers must also be able to review the whole order, correct mistakes and withdraw before they finally place it. If you do not comply, the customer may cancel within 14 days of receiving the goods.

The seven-day cooling-off period (ECTA section 44)

A consumer may cancel an online purchase without reason or penalty within seven days of receiving the goods (or of concluding the agreement, for services). The only charge you may levy is the direct cost of returning the goods, and you must refund within 30 days.

Section 42 excludes some purchases from this right, including goods made to the customer's specifications or clearly personalised, goods likely to deteriorate quickly, and everyday food and drinks delivered to a home or workplace.

Defective goods (CPA section 56)

Within six months of delivery, a customer may return goods that are defective or unsafe, at your risk and expense. The customer chooses whether you repair, replace or refund, as the National Consumer Commission has confirmed.

Selling to businesses

The CPA does not apply where the buyer is a juristic person, such as a company, with an asset value or annual turnover of R2 million or more. ECTA's consumer protections apply to individuals buying as end users. If you sell to both, ask a legal adviser which rules apply to which customers.

Start small

You do not need everything at once. A sensible first phase:

1. Choose 10 to 20 products that sell well and are easy to describe and ship.
2. Decide how orders will be fulfilled: collection only, local delivery or courier.
3. Write your policies: delivery, returns, privacy and terms.
4. Set up payments and test them with a few real orders.
5. Tell existing customers first and ask for honest feedback.
6. Review after three months: what sold, what caused problems, what customers asked for.

Where technology makes a difference

As orders grow, the work behind them grows too. Linking your online store to stock levels, your accounting system and customer notifications prevents overselling and double capturing. Automatic order and dispatch updates reduce "where is my order?" calls.

How Kreativworx can help

At Kreativworx, we start with how you sell today, not with a particular platform. We help South African businesses choose a sensible first step, from a simple order and collect page to a full online store or trade portal, and connect it to payments, delivery and the systems you already use.

Sources