The sales process normally takes place through a website. In its simplest form, it's the 21st century's answer to catalog shopping. You can then order this book by entering your credit card details and address into a form displayed at the website. Online retailing brings businesses many advantages. Technology can also be used to enhance and personalize the customer experience.
People often underestimate the limitations of online retailing though.
While technology can benefit customer service, the oft-needed human element may be missing. These limitations and challenges have seen a number of prominent online retailers run into financial difficulties. The challenge of building a website that is both popular and sells effectively has brought about the growth of referral sales, where other websites get referral commissions for selling products on behalf of a retailer.