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E-Commerce: Niche business

I have a lingerie boutique and most of my customers are plus-size. As a result they demand a lot of in-store service. Is there any point in pursuing an e-commerce strategy when my business is so niche and so service-driven?

Carl Davies, CEO, Dealgroupmedia UK Ltd

Any business which has an e-commerce strategy opens up the opportunity to drive more sales. Whilst I have no doubt that you understand your audience demographic, you are ruling out the percentage of the market (how ever small this may be) that would prefer to shop online if you do not have a strategy in place. The anonymity afforded by the internet may actually appeal to this audience who may prefer try lingerie on in the comfort of their own home rather than in a shop. You are also narrowing the geographical reach that you have by going for an in-store service only.

If you do pursue an e-commerce strategy, you will need to work out the logistics of fulfillment and returns for example,and how you are going to market your website to get the best return on your investment. If this strategy is carefully considered, and backed up with adequate marketing (in-store, offline and online) then this could be a very lucrative channel for you.

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