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The Pursuit of Web-iness

An early adopter of e-commerce, Patagonia has been selling on the Web since 1997. But it’s just in the past few years that customers really have shifted their shopping preference to the Internet.

“About five years ago, we realized that the Web was a powerful vehicle, and it had the potential to be much more accessible than either our retail stores or catalog,” says Chris Todd, former global Internet marketing manager at Patagonia, who left the company shortly after our visit earlier this year. “Before we realized that, it was hard for people interested in our products to find us. If you didn’t have a catalog, you really couldn’t get one.”