The most usual is that, as we have said before, companies embarking on Ecommerce simply fail to realise the enormous tidal wave that they are trying to harness. They set up an excellent site, take tens of thousands of orders then discover they have relied on traditional supply methods, or have underestimated the supply situation and cannot fill the orders they have taken. The second most common error is to overestimate the technical capability of the customer. It was always an adage in the media world that a business could never go wrong by underestimating the taste of the public. By a similar standard an E-Business will not go wrong if it makes its site easy for the novice to understand and navigate.
Research seems to prove that typical end-users in the UK get turned off by difficult sites.
They go to ones where no technical skill even knowledge of technical words is needed. And another error is to look on a Web site as a visual entity. A site overloaded with graphics is slow to load onto a screen, and slow to download onto a potential customer's hard disk or printer. A web site is a complex set of interlinked areas. And as all this is done behind the scenes software can build up a demographic picture of the people visiting the site, buying from it and integrated that into the database that may have begun with the inherited, legacy system.