Ecommerce Reconsidered: Why You Might Need a Shopping Cart After All

There is a Catch-22 here: Publishers feel they can't afford ecommerce since historically they have not generated ecommerce revenue, which is only because they did not have a viable storefront to begin with! And that is the key point: Without true ecommerce capability how does one know how much revenue is currently being lost? With lowered implementation costs, publishers can now find out.

Andrew Brenneman is founder and president of Finitiv (www.finitiv.com).