Online Shopping Isn’t as Profitable as You Think
Harvard Business Review
AUGUST 21, 2014
Census Bureau, ComScore, eMarketer, and Forrester. Their economics greatly resemble those of mail order catalogs—in fact, many e-commerce businesses continue to use catalogs in their marketing mix—and they aren’t all favorable. Still, market maturation often forces sustained expenditures just to hold ground.
8 
Let's personalize your content