Although many retailers have already established an online presence, most of them still underestimate the immense impact of e-commerce on their future market position. As a result, traditional retail and mail order businesses account for less than half of the market volume in online retailing, whereas the rest of the market is captured by new “pure play” competitors and manufacturers.
 
To be successful in e-commerce, retailers have to rethink every step of the value chain. Thus, they need answers and guidance regarding the risk in their so-called “long tail” product range, implementing innovative business models, and effectively managing the role of “gatekeepers” like search engines, communities and shopping platforms. OC&C’s latest insight outlines the strategic success factors required to improve retailers’ online business.

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