But others note that inventory shortages at peak selling times are a problem for traditional retailers, too. The holidays are the most important time of the year for all toy retailers, but even more so for Web toy stores. Analysts say that e-shopping does so well during the holidays because consumers hate crowded stores. On an e-commerce site, in fact, the difference between success and failure can boil down to technology. In fact, eToys' increasingly popular brand is in many ways a triumph of technology.
Shoppers can screen products by age group.
On the increasing strength of its brand, eToys has started to go global. Its British Web site is now in its first Christmas season. Plans are to expand to another European country at some point, although the company isn't talking about where or when because it doesn't want to telegraph its strategy to competitors. And there's still plenty of opportunity at home. Video games, toys, baby products, books, home videos, educational software, and music.