Using the internet to sell has many advantages, and not simply the obvious one of connecting with more customers across a wide spectrum. However, the internet is also a source of strong, hidden undercurrents that can blow plans off course or drown them in technology.
The internet reduces sales costs, broadens customer reach and has the potential to increase sales and market share. It has also fundamentally changed such industries as travel and bookselling. But whatever sector you are in, internet activities need to be integrated into the whole business.