How Independent E-Tailers Can Give Big-Name Retailers a Run for Their Money

3. Social media: One of the easiest ways for independent e-tailers to reach a global customer base is through social media. E-tailers can create a product or brand persona on major social networks to interact with customers and promote new products. Social media also proves to be useful as a customer service tool, enabling e-tailers to quickly address customer concerns and feedback. Free tools are also available to manage social media channels, including Hootsuite, which enables users to track activity and plan posts across social networks.