Selling non-similar products online

How to organize the business?

[sun818]

How does one go about selling non-similar products online? Would you take the Amazon approach by having one brand that sells everything? Or build multiple niche sites that only sells similar products? Would you handle payment processing with one merchant account, or multiple accounts?

[BradleyT]

As for processor - we use our parent company and do get a few phone calls a week to that company asking what the charge is and we ask them, "Did you order from XXXXXX" and it gets cleared up.

[sun818]

Sounds like multiple merchant account sounds like the best way to handle that issue. Does this mean I can just get multiple DBAs for each business identity that would be fine?