Not at all. Connective eCommerce is a legitimate approach to eCommerce. That said, itâs often sold as an easy, âfoolproofâ way of starting a successful online business with no investment. Thatâs not really the case; the financial costs may be lower, and there is much less of a barrier to entry. Even with connective eCommerce, though, an online retail store will still require a lot of work.