Editor's Note: Make the Internet Work for YOU

So which e-commerce efforts will be viable in the years ahead? Consider the following:

• Online consumers hold marketers to a higher standard than store or catalog shoppers. You may think your Web store is terrific, but examine its policies, usability, ordering mechanisms and other factors more closely. You’ll be surprised how many improvements you can make.
• Make greater use of your customer data. As Braddock noted, Amazon.com has succeeded while most failed this past year by using customer information more effectively.
• Re-examine the relationship between your marketing channels. Consumer buying behaviors have changed a lot over the past year alone. See how that affects you.