Selling online provides opportunities for retailers
For retailers, the internet remains a sales channel that can attract new customers. Yet, selling online is not a panacea as shown by the findings of the European “Sectoral e-Business Watch” research project. The internet sales strategy for example should be in line with the overall business strategy. Companies should also note that an active e-marketing approach is required to generate online sales. However, 40% of the online selling European retailers do not engage in search engine optimisation. This is one of the many reasons why almost half of retailers actively selling online generate only 5% of their total sales volume via this sales channel. More information about these issues as well as further findings about the role of e-business for procurement, distribution and business development in the retail sector is available at www.ebusiness-watch.org/studies/on_sectors.htm.