What secrets could an e-commerce firm have? An online business is exactly that: online, always, and always available to anyone with an Internet connection. Inventory, pricing and marketing are all on the Web site for anyone to see — whether a potential customer, or a potential or actual competitor.
Yet, as with their bricks-and-mortar counterparts, the story of how an e-business gets online hides many secrets. Just as the success of retail behemoths may lie in wringing costs out of the supply chain — by getting the best deals from suppliers, and cutting logistics costs ranging from inbound shipping to even the shortest storage to quick distribution — e-commerce firms face the same challenges to distinguish themselves from competitors worldwide. Some online firms may even have truly proprietary technology. Similarly, the e-analog to the real-estate-bound business of real-world stores is the effort required to find the best locations to attract customers in the always-evolving world of marketing online, whether sophisticated search-engine advertising and linking strategies are being used, or if the business is simply selecting and defending a good domain name.
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