The internet is a great place for the smaller retailers to share the same real estate (screen space) as the high street names. However, to sell products effectively, it's imperative that your website earns the trust of your potential customers.
Naturally, a great looking website will help to gain this trust, but a smooth checkout process is as equally as important. A well-designed website, with a seamless checkout process, shows your visitors that they're in safe hands. And if they feel positive, this will be reflected in sales.