get the range and variety right This is the fourth of five thoughts dealing with the reasons why some e-commerce sites are more successful than others. Research suggests that consumers shop online because of range, convenience, capacity to compare prices, and the price itself (yes, price is not in the top three attractions), among other […]

get the range and variety right This is the fourth of five thoughts dealing with the reasons why some e-commerce sites are more successful than others. Research suggests that consumers shop online because of range, convenience, capacity to compare prices, and the price itself (yes, price is not in the top three attractions), among other less significant issues. But why one online shop and not another? Here are some numbers worth contemplating: Wallmart (the world’s biggest retailer) has an inventory of 14 million products Amazon (the world’s fourth largest retailer) has an inventory of 64 million products These numbers, and in particular the number relating to Amazon, highlight the importance of inventory. Research consistently suggests that the two primary reasons for shopping online are: Range Convenience Research has found that online shoppers expect to find what they want, and are not inclined to revisit a site that does not have…