Answer by Syama Meagher:
Your ecommerce store needs to be thought of as a completely different sales channel, not an add on to brick and mortar. Your customers online who find you through google searches, or affiliate marketing or other digital marketing will not already have the relationship with you. Therefor on the frontend, make it enticing and do the proactive work to get your brand out there.
Biggest upside, you can share inventory and increase the likelihood for higher turnover on merchandise. Also, if what you are selling has a niche market you will be able to attract more customers etc.
Build your site on something easy to manage like Goodie or Shopify and make sure you have the right merchandising strategies in place: