E-commerce: Three Last-minute Strategies for the Busy Season

* Keep a close eye on paid search: In addition to making sure your paid search buys don’t exceed your budget, keep on eye on your inventory for products you advertise using search engine marketing, said Brad Wolansky, director of e-commerce at outdoor sporting goods merchant Orvis. “If your inventory is low, abandon paid search on those terms,” he said. It’s a simple rule, but if the item isn’t in stock, you can’t sell it.