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Even if your retail business is targeted to only the local community it should still have an e commerce presence. The World Wide Web has become the worldwide marketplace. It's easy to forget the web also allows your local customers to easily find you. If you haven't considered a website for your business because your customers are geographically located in a small area you may be missing out on additional revenues.
Customers go to their favorite search engine when looking for addresses and phone numbers of businesses they frequently buy from. No website means they won't find you. Customers use the Internet to search for new places to try such as restaurants, or a specific product they need, such as a brand of dog food. It's faster for them to search online rather than looking it up in a phone book which provides limited information.
A website is a non confrontational way for customers to see what you have to offer, find out more about your company and determine if you have what they need. You don't have to have a huge complicated website. Introduce your retail store, the basics of your products, the location and contact information.
No matter how small a geographic area your customers come from your retail business still needs an ecommerce website.