AMMAN - Initiative and a knack for entrepreneurship are the main requirements for starting an online business, according to an expert on e-commerce.

Steven Strauss, an internationally recognised lawyer, columnist, speaker and small-business expert from the United States, told journalists on Tuesday that the Internet has widened the concept of marketing from the small and limited scope of local sales to an unlimited marketplace that covers the whole world.

He described the Internet as a level-playing field where small businesses and enterprises can compete internationally, especially when owners know English and are knowledgeable of the Internet culture.

“The world has changed,” Strauss said, adding that the chances of success are higher on the electronic network.

Noting that “little business” is taking over the scene, he gave the examples of Russia and China where millions of small enterprises have emerged in an economy that was previously led by big state entities.

“Little is the new big,” Strauss said indicating that business online is less expensive as it entails no rent cost and no wage payments besides lower expenses in other aspects.

Even risks can be minimised if certain precautions are taken, he said stressing that going online should win clients’ confidence. This is secured by creating a professional website that gives brands, phone numbers and physical addresses, certificates of previous work, guarantees for product satisfaction and other verification tools, Strauss explained.

The expert saw a important role for the government in facilitating and encouraging e-commerce through easing restrictions and providing capital.

He acknowledged that governments do not extend credits but can help through guaranteeing and facilitating necessary funding which is usually obtained from friends and relatives.

Another factor mentioned by Strauss to advance e-commerce in Jordan was a bankruptcy law which would alleviate any fear among entrepreneurs.

The speaker described e-commerce for the Kingdom as both opportunity and challenge while admitting that it is not easy for a developing country such as Jordan where Internet penetration stands at about 10 per cent.

“As it is relatively new, e-commerce in Jordan can be special and advantageous because the competition is not strong compared to other countries in the West,” he pointed out.

Strauss saw huge opportunities in terms of ideas and opportunities which he could notice during a meeting with members of the Young Entrepreneurs Association.

He commended the Jordanian government for being committed to advancing the use of Internet noting that there are no restrictions, no taxes and an advanced broadband.

He expected that in 10 years time, e-commerce in Jordan would be more widely applied and more accepted as a norm in business.

Strauss could not provide reliable figures to measure the progress of e-commerce but he indicated that this advanced technique has been growing fast in the US at a rate of 10-20 per cent over the past five years.