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Determining the eCommerce Initiative

The first question to be answered by the eCommerce manager is this: "What's the goal of our 'digital strategy'? Is it to sell products, services, information, or advertising?" Your company's digital strategy depends on what your company is selling. What's the prime purpose of the eCommerce site—content, community, or commerce? Individually or in combination, these strategies generate eCommerce revenue for all the businesses on the Internet today:

  • If you're selling content, digital or otherwise, generating revenue from the production or offering of information is the goal of your company's digital strategy.
  • If the purpose of your eCommerce site is to offer an online community experience, selling advertising to vendors wanting to reach your target audience is the goal of your digital strategy.
  • If you're selling products or services, commerce is the prime goal of your company's digital strategy.
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