A Hard Sell Online? Guess Again

Clothes, furniture, even food are starting to move

It used to be that when Katy Bremer wanted new furniture, her first thought was to jump in the car. And she would have gotten little argument from even the most ardent E-commerce fans on Wall Street. Some industries were made for the Internet and some weren't--or so the early wisdom went. Furniture? You can't try out a chair online. So why did the full-time mother from Villa Park, Calif., just buy a dining room set from FurnitureFind.com? "I was comfortable with the brand name and the price, and you get a lot of confidence in them from a customer service standpoint," Bremer says. Besides, she adds with a laugh, "you could just see the [store] salesmen grimace when I told them the price I got online."

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