From a systems perspective, the danger is long lead times for development or, worse, unending development cycles, which will threaten the success of an ecommerce implementation. Given the correct approach, where the website is designed to enable a company to do business better, using efficient electronic channels provided by Internet technologies, a positive ROI is almost certainly guaranteed. With the emergence of ecommerce, many people imagined huge digital malls made up of stalls selling everything from flowers to cars, with the next store being only a click away. This did not happen. Ecommerce is moving in a vertical direction.
Users browse less and less as they mature on the Internet.
Therefore, consumers are looking for a site that will give them more content around a vertical subject. It is all about repeat business. You can have all the traffic in the world going to your site, but if the site is too general there are few sales. A vertical site which only sells cigars, however, might get far fewer visitors than the general site, but its conversion rate from viewers into purchasers will be higher because visitors are interested in the product. Once the purchase has been made, everything revolves around repeat business.