Special Edition Using Microsoft® Expression® Web

Appendix B. Taking Advantage of E-Commerce

<feature><title>In this appendix</title>

• The Power of E-Commerce

• E-Commerce Options

• Payment Processing

• Putting It All Together In Expression Web

• Lagniappe: Is It Worth the Risk?

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The Power of E-Commerce

Have you ever heard of “the long tail”? It’s a term first used by Chris Anderson in an article he wrote for Wired magazine. In the article, Anderson talked about the new economic model upon us. The example Anderson used was online booksellers such as Amazon.com. Here’s the concept behind “the long tail”:

Booksellers sell books that fall into a wide range of popularity. At the left end of the scale are extremely popular, bestselling books that sell millions of copies. At the right end of the scale are ...