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E-Commerce Seeks Wider Audience

For all the media hype and the flood of investment money, e-commerce is still in its infancy. A motivated and technically advanced consumer can buy uncomplicated products online. And though it’s possible to purchase sophisticated products that require online configuration or comparison shopping, doing so usually means negotiating a difficult learning curve. Merchants are finding that unless they’re wedded to a given portal, establishing an independent e-commerce site is liable to take more time and money than they expected. To succeed, they will not only have to publish a “buy now” button, but also carefully consider the economics, merchandise selection and technology choices associated with e-commerce.

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