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If you have developed a successful internet business model, your cost per sale should be dramatically lower than those of your physical storefront competitors. But since you aren't using a small business accounting solution, how would you know?
Just because you have eliminated a ton of overhead by not having to man a store or hire service employees, or maintain a specific stock for display doesn't mean you can't optimize and reduce your cost per sale or cost per order. The only way to do this is with data, though, so if you aren't using an accounting software program that can help you see the bottom line, you are missing the boat!