Small Online Merchants Using Social Shopping to Compete with Big Box Sellers

[mandy]

MOM-AND-POP retailers have helplessly stood by over the last decade as big-box merchants steamrolled over them. Online, though, small merchants are not going down without a fight.

The number of small- and medium-size retailers selling online has swelled in the last two years, from 21 percent to 32 percent, according to a survey by IDC, a consulting firm. Aided by less expensive and more sophisticated technology, stores like RealmDekor.com, CleanAirGardening.com and SitStay.com are competing with retailers as well as bigger sites like Amazon.

These businesses lack the huge marketing budgets of their bigger peers, of course, but they are unearthing cheap advertising methods that, in some cases, help them compete with million-dollar promotions...

full article: http://www.nytimes.com/2007/12/03/techno...1354338000&en=b3b34bc8563bd57b&ei=5088&partner=rssnyt&emc=rss