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E-Tailing Now Mainstream - Gartner


According to the influential Gartner Research group, e-tailing has become a mainstream channel, despite the lack of strong growth in 2001.

According to their study, business-to-consumer (B2C) web commerce has greatly matured over the last year:

  • Web companies that tried to put brick-and-mortars out of business now act as the online frontend to these businesses. E-tailers seldom think of themselves as the entire sales channel.
  • The web strengthens your other sales channels.
  • Retail web sites are improving.


Gartner suggests that B2Cs should view the web as a mainstream channel, and integrate their websites with physical stores, call centers, catalogs - every other channel used to contact customers.


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