Technological advances and economic downturns in recent years have led many companies - and their customers - to take their business online.

In the first nine months of 2008, totals for online sales in the United States reached more than $102.8 billion, according to statistics from the U.S. Department of Commerce.

Totals for the same time frame in 2005 were about $64.2 billion, creating a 60.1 percent increase in online sales through three years. In that same time, overall sales totals for the United States increased 11.1 percent.

With all aspects of life taking on a more digital format, businesses across the country - including Southern Illinois - have moved online as a form of business survival.

"It's kept my doors open," said Vivien Ansinelli, owner of The Pillow Shop in Carterville. "We're in the 21st century, and if we don't use the technology available, we're not doing our duty as entrepreneurs and someone wanting to make a difference."

Ansinelli opened her business about five years ago as a pillow-cleaning business but soon expanded into producing special-order pillows. She launched the company's Web site about a year after opening and now uses it to serve customers in 47 states and Canada.

Daniel and David Chancellor of De Soto own So iLL, a Web-only business that produces and sells materials for indoor rock-climbing walls, apparel and other climbing equipment. For about seven years, the company has used the Web to sell products internationally.

To serve its global customer base, the company has distribution centers across the United States and in at least 13 foreign countries on four continents.

"It's not really a business that can have a storefront," said Daniel Chancellor. "It's not something you can do locally, and the Web is just the best way to go."

In addition to its company Web site, So iLL also uses other Web sites to promote its product. From popular social networking sites like MySpace and Facebook to other sites like YouTube and Twitter, the Chancellors reach several different demographics through its online presence.

"It's just free - that's the biggest thing - and it's the easiest way to reach people," Daniel said.

adam.testa@thesouthern.com

351-5031