Introduction
Back in the 1960s, it was said that opinions were like Volkswagens: Everybody had one. Fast-forward 40 years to today. When it comes to the future of e-commerce, it’s no different. It seems everyone is trying to sell something on the Internet. But what about the facts?
Some day, in the early part of the twenty-first century, the e-commerce landscape will contain either hundreds of thousands of e-commerce sites or just a few Wal-Mart–type sites competing for the attention and dollars of online consumers. As attractive as it might be to think that Wal-Mart will rule the Internet, as it seems to rule any community where it sets up shop, it just ain’t gonna happen. This includes current Goliaths like Amazon.
Consumers like choices. They ...
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