E-commerce: Lessons Learned From Cyber Monday

2. Understand the impact of your Web site on multichannel operations. It’s imperative that catalog merchants get a better understanding of their Web sites’ impact on overall brand and profitability during the holiday shopping season. Retailers need to understand the impact of their Web site on overall sales. A Web site isn’t just an additional sales channel anymore. It’s also a channel for research, branding, comparison shopping and offline influence.