Elements differentiating e-commerce from traditional commerce.
Differentiation is making changes to and emphasizing the differences between products, offerings, and companies to achieve a competitive advantage.
The web store owner must create and communicate a reason why they should buy from you and not your competition. The most successful companies, in any industry, are typically those most differentiated.
Question: What is the only thing most people think of when they think differentiation? Answer: Low price.
This is the worst possible differentiation or metric to consider. What about Wal-Mart?
While Wal-Mart does indeed advertise low prices, their differentiators are their distribution system and low costs.
While branding and pricing can be used to differentiate your business, we are going to focus on product and relationship differentiation.
The key to all marketing is that everything you do is for the benefit of the consumer, just ask Jeff Bezos.