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Chapter 1. New Rules of Engagement > The Role of Product

The Role of Product

Product plays a critical role in the online business's value proposition, in effective web store merchandising, and in the customer's ability to find and select specific items. But not all products are created equal. Most web stores, however, treat them the same when they list the products with only one-line descriptions.

The customer's relationship to the product is also important. As more customers become more experienced with shopping for a product, they will choose stores where the shopping process is the easiest. The Internet opened doors to scarce, unique, and hard-to-find items. It also changed the marketplace and added auction websites, allowing anyone to have an online “garage sale” of used items or to shop a worldwide “flea market.”


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