INTERNET SALES FOR MANUFACTURERS: APPROACH AND CONSIDERATIONS

Many producers are cautious about setting up direct sales activities through their own web shop. They rely on their traditional retail channels for a large part of their current sales and fear losing a substantial turnover when they start competing with these channels themselves, risking these retailers will stop working with them. Many of these manufacturers, however, also experience a shrinking revenue from those traditional channels because of extensive competition through new e-commerce channels. Additionally, the largest retailers all started initiatives themselves to develop products in nearly every product category.

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