The web opens up new ways of selling and new markets that companies could not previously contemplate approaching. The web gives greater reach and a level playing field. It is faster, easier and less expensive to create or extend a website than it can ever be to occupy a property and hire staff. The web can cut out the middle man, improve cash flow by insisting on cash with order, and more importantly reduce transaction costs. The most likely bottleneck will not be selling or cash flow, but rather fulfilment and distribution where, inevitably, human resources are needed to pick, pack, ship or install.
Most web shops insist on full payment before accepting the order.
Payment can be accepted by cheque or BACS transfer, or credit card details can be down loaded to the shop and put manually through a PDQ machine. In all these examples the customer can't be sure their order is accepted at the time it is placed. The real benefit of a web shop is seen when the web automatically applies for authorisation of a credit card, while the customer is still online. It takes seconds and in this scenario, if the card is authorised the customer knows that his order is accepted and the goods should be on their way. There need be no interaction between your staff and the customer - the sale is entirely automatic.