Let’s begin with a little historical perspective:
It is generally accepted that eCommerce started on the
web in 1996.
The first to adapt the web to their existing Fashion Retailing
business model were the established catalog publishers as well as department
stores and retail chains with catalog businesses.
These were successful marketers that knew how to present
attractive images in ways that generate sales. They had existing infrastructure
that could service online sales in the exact way that they
were supporting their paper catalogs.
Although moving to the web in the early years was very
expensive, they knew they had to stake out their online territory. They had
an existing customer base with which they had already established credibility. Their greatest challenge
was to get their customers to trust shopping online.