Chapter 6

Change Your Sales

How E-commerce Gobbled Up Sales

Selling online shines a light on all of your processes, including your efforts selling offline. According to one report, “70 percent of today’s fastest-growing retailers say their e-commerce platforms will become their base technology for digital sales across desktop, mobile, and stores. Most retailers plan to use platforms for instore payments and mobile commerce.”1

When most people think about e-commerce, they visualize a web-based storefront, selling products online. It’s all about a “buy” button, a shopping cart, and a checkout process. I tend to think of e-commerce a little differently, though. To me, it’s really about what your company’s online presence, overall, is doing to profit ...

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