The Internet is often thought of as a sales channel, one way among many in which a company reaches customers and distributes its products. But in fact it should really be thought of as several sales channels. Many successful online businesses end up with multiple sales channels:
■ Sales made through a brick-and-mortar store
■ Sales made through eBay
■ Sales made through a web site
■ Sales made through a merchant site, such as Amazon.com Marketplace
■ Customers found through shopping directories, such as Yahoo! Shopping and PriceGrabber
If you find yourself in this situation—or considering opening a new sales channel—you need to consider how all these sales channels work together; or if, in fact, they all have to operate separately.
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