Forget about it. The answer, or at least one of them, is service. Smart people want to buy from smart businesses. We all have at least one story of a company treating us like garbage, and of our personal boycott of that company. What many people don't realize is that we also have our own brand loyalty, and this extends online more than we may realize.
Online loyalty is a powerful, but amazingly fragile, force.
If there is one thing to know about me, it is that I can be easily bribed. Of course, this doesn't mean Amazon has me forever. For the online retailer that doesn't take its e-service seriously, this is a problem. When I send you an email about my order, I want to hear back from you in hours, not days. If you made a mistake, admitting it only goes so far.