Small-Town Shops Bulk Up on the Web

[mandy]

...the Internet is propping up bricks and mortar downtown, acting as a mainstay for the stores that have helped Manitowoc establish what development specialists call a "recreational" shopping experience. Indeed, besides generating sales for giants like Amazon, the Internet is allowing small stores, here and around the country, to develop the niche products that shield them against big-box retailers....

...E-commerce requires a business to change its infrastructure in four ways: The first is understanding the computer hardware and e-commerce software and managing vendors, servers and consultants. The second is applying the technology to sales and marketing by designing the Web site's back-end ordering platforms for customers, while making the front-end digital showplace clear, attractive, informative and navigable. The third phase is hiring a consultant or training staff members or doing both to manage the site. The last is developing the capacity to quickly fill and ship orders, respond to returns and replace inventory, most of which can also be done on the Internet.

full article: http://www.nytimes.com/2005/11/16/busine...eider.html