I have recently been trying to help some clients with established brick and mortar establishments  start selling online.

It is oftentimes a task more difficult than pulling teeth.

These companies are often successful companies who want to venture into the online space and carve out their own slice of the pie.

The perception:

1. The internet is full of potential customers who are  just waiting for me to put my products online and once I do, hey will buy.

2. The internet is a huge discount bin where we can save on after sales service and warranty and people will purchase sight unseen without extra effort on our part.

3. As long as we build a site, they will come and we will make money.

4. People who spend money online do not need to interact with human beings.

The Reality:

1. It is possible to build a site and spend  tens of thousands of dollars building  the inventory, and fulfillment infrastructure and not make a single sale.

2. The transaction-fulfillment aspect of the process is the simplest part of the process. The bulk of the effort is in the pre sales engagement and after sales support.

3. The degree of human-ness of the experience often determines the success of the transaction.

We shall explore the theory behind online retail in more depth.