Being online is now the mainline to being an effective and successful business. Wayne Diamond, owner of DiaMatrix understands this, which is why this self-described ‘serial entrepreneur’ has developed a business that is unique, he says, in that there are no competitors in South Africa that offer the same fully integrated, widget based, e-commerce solution.DiaMatrix is a traditional ISP that offers services including connectivity, domain registrations, website hosting, dedicated servers and bulk emailing solutions. In addition, the business focuses in the e-commerce arena through its eShop.co.za offering. This forms part of the company’s overall complementary online solution designed to assist SMEs to run their businesses in the information age. In addition, Wayne adds, DiaMatrix offers basic website design and eShop.co.za integration services.The business recently became only the second ICANN-accredited company in SA (after Internet Solutions) and only the sixth on the entire continent. This accreditation, suggests Wayne, allows DiaMatrix to focus on domain registrations and thus more eShop.co.za ecommerce websites. Understanding the need for e-commerce options, particularly for SMEs that wish to compete with larger, bricks-and-mortar operations, his goal is nothing less than for eShop.co.za to grow to be the premier e-commerce provider across the continent, This will hopefully happen in conjunction with DiaMatrix being recognised as the number one domain registration and website hosting company in Africa.