This document discusses the importance of online sales for independent photo retailers and provides tips to improve online sales. Some key points: 1) Most independent photo retailers sell less than 10% of their total sales online, despite the importance of online sales in today's market. 2) Having an appealing, easily shoppable website that is regularly updated is crucial for driving online sales. Retailers should also promote products online through emails, social media, and online deals. 3) An outdated or unprofessional looking website could negatively impact customers' perceptions of the retailer and lead them to shop elsewhere. Retailers need to actively manage and refresh their website like it is another store.