Developing an Effective E-tailing Strategy

Abstract

In this paper, the phenomenon of electronic retailing is examined. Elements that make e-tailing especially attractive to consumers are highlighted. It is argued that traditional retailers have to critically consider the migration to a digital domain, and address challenges that might impede a smooth transition. Conversely, e-tailers have much to learn from their counterparts in the physical world. Strategic guidelines for each of these domains are presented.