Retail selling has been evolving since early man developed the barter system. We just need to adjust our thinking as regards implementation of a retail environment on a web site and the subsequent integration of a shopping cart.

Online, the primary merchandising challenge is to attract visitors. To do this, e-tailers typically seek to build brand awareness through advertising.

Strong brands attract customers, but to connect with them and keep them as long-term customers, on-line retailers must merchandise their products and services more effectively.

Today's customer has many choices when it comes to making a purchasing decision. The merchandise selection by itself, although important, is seldom the primary reason for the customer shopping on your web site. The challenge then is to create and maintain an inviting atmosphere that will encourage the visitor to make a purchasing decision.