Once you go into the admin section, its just a matter of adding categories and items.
About the only confusing part is when you use a payment processor that is not supported either in their system or via contributions.
Doing soft-downloads is also a little confusing.
Basically, go into Catalog, Add categories (T-Shirts, Mousepads, Videos) or Clothing, Downloads, Accessories or whatever.
Then click the folder next to the category, add a New Product, fill in the info, done.
To do downloadables, add the product as above, go into Product Attributes, Version = Version, value = Downloadable, hit update. Then go back in, edit, set the filename, days and # downloads. I believe the default is 7 days, 5 downloads. I forget where that is set.
Integrating with your credit card processor requires poking through the contributed entries, setting the payment type as active and changing whatever. There is a netbilling module in there since CCBill and a few of the other IPSPs won't touch physical product sales.
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