Although statistics don't track how much Bermudians spend online, it's no secret that many consumers take their shopping there.Traditional retailers such as clothing and shoe stores may lose out, but small entrepreneurs such as jeweller Alexandra Mosher stand to benefit.E-tail, an initiative promoted by the Department of E-Commerce last November, has paid off for Ms Mosher's website.She launched www.alexandramosher.com a week before Government's e-Monday promotion on November 15.Three months on, roughly one-third of her business is conducted electronically.“It's opened me up to the Bermuda market, but also internationally,” Ms Mosher said.“I'm an exporter now. I'd say about two-thirds of my business is overseas. People find me through my Facebook ad, or they search for me online because they've heard of me and they want to find out more. I also find that a lot of what's happening online gives the background for sales that I can make in person.”Courses with North Rock Communications showed her how to set up a gateway to securely receive payments directly into her account. Commonly-used online shopping systems like PayPal face complications when it comes to taking international payments, she said.“Doing business online simplifies and streamlines my work. I'm pretty much a one-woman business. I have more collections to add to the site, and that can be a challenge. I'm busy creating my pieces, so I have to find time to take pictures and upload them. But it's still easy to do and I can do it myself.”In a “dire” business climate where consumers are reluctant to make impulsive purchases, she said online marketing helps her “create a story behind the pieces people buy from me”.Ms Mosher added that she preferred to shop locally: “I buy online if I can't get it in Bermuda. I purchase my raw metals and packing online. But shipping is really expensive, and right now I'm investing in my own business, so I'm watching my spending as well.”A total of 37 e-tailers participated in e-Monday, according to Government.Business Development and Tourism Minister Patrice Minors called e-tailing “the best-kept secret in Bermuda” and said Government intended to encourage it.Ms Minors said: “On the consumer side, during difficult economic times, people are looking not only for value but also convenience, as time may be limited.“On the retail side, starting an online business for the most part does not require the significant capital investment of a bricks-and-mortar business.“Many people begin with a small online presence that is more of a hobby or part time endeavour, and see how it goes.”Photographer Gavin Howarth is a case in point.“Shopping online is a trend everywhere,” said Mr Howarth.A specialist in wedding and portrait photography as well as the Bermuda landscape, he called his own business website, www.gavinhowarth.com, “a hobby that started to work”.“I'm always working on my site, tweaking things, streamlining it. I constantly get things that need to be dealt with, and it can get frustrating in that regard. But my website is always improving.”Mr Howarth said using the web helped his business buck the economic downturn.“I'm booked right through 2011 for weddings and portraits. My print sales have faltered somewhat, but I was so busy in the lead up to Christmas that I didn't have the time to push it as much. Either way, it's still selling. I get the orders through my site, customers can proof the images, I get a seamless payment through a credit card straight into my account.”He also maintains a strong market presence through the Dockyard craft market and events like Harbour Nights.“My website is just a means to keep up with the trend. But I constantly get orders through the site. Leading up to Christmas I was getting a couple of orders a day that way.”Mr Howarth said he conducts most of his own shopping through the internet: “Everything but my groceries. Especially when it comes to photography gear, online is just better for me. In Bermuda you're somewhat limited for choice. It becomes a vicious circle because the less business our retailers get, the less they're able to offer.”Both entrepreneurs predict that e-tail will catch on with small Bermuda-based retailers.Ms Mosher sees a growing database of “independent designers and artists”.Mr Howarth said: “It would be great to have a central site, a Bermuda craft market online with portals to all our websites. Like a virtual Harbour Nights.”Useful web link: www.emonday.bm