The consumer isn't stupid. She's your wife. That 1950's-era comment from the late advertising powerhouse, David Ogilvy, may sound politically incorrect to our 90's ears, but it's an apt warning nonetheless to advertisers and marketers who believe customers can be fooled, cajoled, tricked or manipulated into purchasing. On the Internet, the consumer may very well be smarter than your spouse.
People shop online because they believe they'll get better prices and better selection.
They expect superior customer service as well. These are pretty hefty expectations they carry, as they come waltzing into your site. You only need to win on convenience and personal service. If you run an online pet site, you're expected to beat PetSmart on price, selection and service. If you can't, you'd better present information on python diseases or offer a chatroom for gerbil lovers.