Programming Skill
Development of custom web applications is no longer time consuming or extensive, with the advent of Rapid Application Development (RAD) tools, software can be programmed in very short periods
Content management system
Ecommerce is where custom web applications stand a class apart from off the shelf solutions; all successful ecommerce merchants use custom software to achieve high level of usability and functionality.
Database
Custom web applications built using open source technologies like ASP.NET / PHP and MSSQL/ MySQL can achieve tremendous results in a very short span of time at a very reasonable cost.
Add Management Tool
Development of custom web applications is no longer time consuming or extensive, with the advent of Rapid Application Development (RAD) tools, software can be programmed in very short periods.
Other Tools
Web applications are inherently maintenance free and extremely scalable
Design Tool
Custom web applications can integrate with legacy systems helping to build synergy between the new and the old
Report / Analytics
Custom web applications can help you achieve "exactly" what you need. No off the shelf software can claim to do this.
Video on demand
Your investment in custom software can generate revenue if you decide to sell the solution.