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What no one tells you about e-commerce failures

I am not an e-commerce denier. But I do have two e-commerce failures under the belt. So I can speak from experience. But rather than my failures, let’s consider the more spectacular story of Surfstitch. My son was a customer of theirs, so I also have some experience to confirm that Surfstitch had: Great customer service Good product range and pricing A very nice UI/UX on the website Good marketing In short, they had EVERYTHING the gurus are telling bricks-and-mortar retailers they should get a