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Step 3: Build content as well as inventory. Some of the most successful e-commerce sites today don't appear to be selling anything at first glance. If you look at the success of Pinterest alone, you can see that overt selling is no longer a prerequisite to e-commerce success. Rich, detailed content is increasingly important not just in showcasing products and driving sales, but also in giving consumers a reason to keep coming back to you. If you provide all of the information they need, as well as valuable opinion about trends and purchasing decisions, a customer is going to come straight back to you next time they're searching for inspiration.
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Bernard Luthi
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