Failure: The Key to Online Retail Success

Vintage Sports Equipment

In this post I look at how a friend of mine radically changed his approach to online selling, and introduce principles of an ecommerce philosophy that I call Lean Commerce.

Tom’s Store

Tom owns a sports equipment store.  It’s a small shop, but gets a lot of repeat custom. Most of his customers are buying kit for their school children, and that’s often left to the last minute. High-street stores still have something over internet shopping for rush purchases: fitting rooms and no wait for delivery.

Tom has also been selling online — mainly eBay — for around four years. He figures that if he already has the stock in-store he might as well put it online too, and it’s handy for selling off old product lines.

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