Online business, and in particular e-commerce, is all about adding value. Why would a customer buy a product from you online if they can purchase that same product (maybe even cheaper) by driving a few miles? The answer is that they probably wouldn’t. I have encountered dozens of businesses that focus on what they would like to sell online, rather than offering what the customer wants. This ‘unique value proposition’ must be crystal clear in your head, and it should govern a lot of what you do online.
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