Why E Tail Will Click

Online merchants that are customer-oriented will do fine

It has become fashionable in recent weeks to predict the demise of e-tailing. More than one pundit has declared the shakeout a death knell for the army of pure-play Internet merchants. But the ones that can weather the storm will find consumers are pulling for them. In fact, e-tail will survive because it differs from its traditional retail counterparts in a crucial way: E-tail sees the world from the customer's perspective. That sounds hokey, but it's the truth.

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