5 Ways to Make the Right E-Commerce Investment Decisions

Making these hard decisions will bring clarity to your priorities and help set realistic expectations. Make the quick-hit, low-hanging-fruit changes that'll show immediate benefit, be they technology, marketing or process changes.

For Spencer's specialty Halloween Web store, Greenberg said the company focused as much on site management improvements — e.g., auto merchandising — as it did on the customer experience — e.g., social navigation, personalized recommendations and express shopping.