Entrepreneurs looking to get into online retail might be hearing a lot about “connective e-commerce,” which promises to promote sales without the upfront costs of paying a developer to create a website, storing inventory, or paying for advertising. “Connective e-commerce” was coined by an entrepreneur named Cortney Fletcher, who claims it's a strategy for new entrepreneurs—especially female ones just getting started—to avoid risk. But experts and online commenters are divided on its effectiveness.