Who should open a penny auction?

We get a lot of requests about penny auctions.

Matters are different:
"Do i need to register under my company name?"
"I need Penny Auction site for baby products"
"I am looking for penny auction software that I could utilize in a charity".

Looking at these requests, I recall the discussion, which was several years ago about who should open the e-shop. Then quite strongly sounded the opinion, that the best candidate for the position of the owner of e-shop is the owner of traditional, offline store.
Why? Because he has everything he need except the website.
He has the goods for sale. He know how to serve and support customers. He know about everyday advertising. He know about delivery. He has the company, accountant and even terminal for credit card payment. And the last, but not least - he is a proven merchant.
We have made more than 10 penny auctions. Most of our customers are individuals, who want to start their first business. They are very enthusiastic and want to launch their auction website quickly.
Till now the percentage of successful launches we have is 15-20. Some projects have not been brought to the end, some worked for 3-4 weeks and were closed by their owners.
What I would like to say? With this post I would like to encourage experienced businessmen, foremost e-commerce businessmen, to think about entertaining shopping.