Affinity Internet, a Web site, e-commerce and online-marketing service provider, this week announced WebStore, a new e-commerce application based on a popular storefront package from an unexpected partner - eBay. The company says its new service was created specifically with the small business owner in mind.

"At Affinity, our goal is to ensure that our customers not only get on the Web, but thrive on the Web," said Jim Collins, CEO, Affinity Internet, in a written statement. "Affinity has helped more businesses establish a successful e-commerce presence than any other Web-based services provider because we understand that an effective storefront is a critical component of any successful e-commerce Web site. We continue to remain one step ahead of our competition by developing products like WebStore, which truly enable our customers to harness the power of e-commerce."

In an interesting move, the WebStore solution is powered by ProStores e-commerce technology, licensed from eBay. This is the first time a large e-commerce provider has switched to or licensed eBay's technology. "Affinity Internet strives to provide its customers with the most cutting-edge solutions for users of any skill level. One of the key reasons for choosing ProStores was its flexibility and our ability to tailor the offering to meet customer needs," Collins later told ECommerce Guide.

Collins indicated to ECommerce Guide that the company was targeting Yahoo's Small Business customers with this move.

WebStore a browser-based and features the similar design wizards that can be found in eBay's ProStores service. Collins said, "Through WebStore, Affinity offers small business owners the ability to design their own storefront or use existing templates."

Affinity says its new e-commerce platform is designed specifically for the non-technical user — its single interface "eliminates the need to learn and use multiple applications."

Features include:

• Enhanced inventory management and reporting tools — allows users to track orders, stock and customer information and to exchange data directly with QuickBooks
• Integrated shopping cart — provides a system for customers to quickly and easily purchase items online
• Integrated payment processing — calculates sales tax and allows customers to pay with credit card through QuickBooks Merchant Services, PayPal and more
• Integrated shipping functionality — creates customized shipping tables and policies
• Fraud protection — provides security technology to protect all transactions.

Additionally, Affinity said it offers those without the time to build a Web storefront themselves the option to have a professional designer create, configure and maintain their online store for them. Custom services start as little as $100 per month.

"Affinity Internet has a strong record of performance in helping small to mid-size businesses succeed in e-commerce," said Julian Green, director of ProStores. "We appreciate the fact that Affinity has recognized the value of ProStores technology in enabling merchants to establish a comprehensive and distinctive online presence through the WebStore solution."

WebStore is currently available through Affinity's ValueWeb brand. An entry-level version of the product is free to Affinity's ValueWeb users. A more advanced product offering is an additional $20/month. For more information, visit: www.valueweb.com.

Devin Comiskey is the Managing Editor of ECommerce-Guide.com.

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