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Part I: Introduction > Lessons From Other Online Retailers

Chapter 3. Lessons From Other Online Retailers

Although Tronix has certainly been successful, it is just one of thousands of online stores that continue to profit as electronic commerce flourishes. This chapter focuses on a few successful stores that cover the spectrum from small to enormous. And while some of these stores have very large budgets that exceed the reach of most companies, you can still learn from them and adapt some of their features into an operation with a more limited budget.

This chapter discusses three online stores and also suggests other stores worth visiting and studying. The first is Fogdog Sports, a major sporting goods store that exists only on the Web and sells products manufactured by other companies. The second is Eddie Bauer, an established retailer and mail-order company that is taking advantage of the Web with an outstanding, feature-rich Web store. The third is Surf Warehouse, a California-based surf shop that sells both the poducts of other manufacturers and its own surfboards and is expanding its reach through the Internet.


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