E-commerce: Four Tips for a Better Customer Experience on the Web

* Assign more resources to the Web. “It’s amazing how few people are running e-commerce efforts,” Freedman said. “While the Web is primarily a technological construct, it still takes people to run these technology-based innovations.” She cited a recent e-tailing group survey that showed that the number of employees working on e-commerce applications at multichannel operations has remained static over the past three years. If merchants are going to reach the next level of e-commerce success, they will need to figure out how to add more resources to Web-based efforts, Freedman noted.