Personalized content and services can also be extended to partners and distributors throughout the value chain, thanks to initiatives such as the Information and Content Exchange, a new protocol for managing electronic assets between networked partners and affiliates. It can create a new generation of syndicated publishing and Web superstores. When it comes to E-business, change is the rule. In most companies, these processes have multiple owners and many constituencies. That means change in one area to support Internet selling can affect many others.
Constant change requires continual improvement.
Once again, while the Internet increases the rate of change, the technology makes it easier to change the way applications are developed and deployed. Companies should design commerce applications that make minimal assumptions about the consumer's browser in order to assure maximum accessibility to the site. When the majority of application logic resides on the server, the architecture is supportive of change, since enhancements on the server can be propagated immediately to the client browser. Thinking beyond the transaction also means looking at the supply chain and ways to measure the success of digital initiatives. Plus, for every sale, there is at least one purchase.