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Is adapting the website for all devices as Tablet, Desktop and Smartphone. If a website is correctly optimized it will attract more potential visitors and buyers and help the reputation of the business.
Is important have a cart for offer their products or services to the customer. When the website contains more paymenth methods or shipping zones is when the business have more sales and visitors ther website.
When a website appears as first choices in with the business name is more easy to find it in searchers as Google and Bing. This also to attract more potential visits.