With optimized search terms bringing more and more customers to the web-site, the company may wish to develop their own order-taking system. Rather than relying on a company like E-bay, who charge insertion fees and "final value fees" ("e-Bay" 1,) it may be more cost efficient for the merchandiser to process its own sales. There are many ways a web-site can be set up to take orders for merchandise. Mainly, information is taken from some sort of form that is placed on the web-site. Depending on the volume of items sold on the web-site, the merchandise company may choose to make its own form, or use specialized software.