Advantages of European Brick and Mortor Over Emerging American Dot.Coms
...f the European E-commerce market. These retailers already have the logistics infrastructure all ready in place making it easier for them to expand into the E-commerce race. Many startups have to struggle to find investors to collect enough venture-capital where successful retailers already have the capital readily on hand or the equity, making the transition into online commerce easier. Since E-commerce and the Internet are fairly new in Europe, people are comfortable with the security of buying from the websites of brand name European retailers. Brick and mortar retailers already in the race also have the merchandising know how and are seen as having a better quality of online stores that are customer friendly and have a greater number of products. These products are also supplied by producers where relationships have long been established. Obviously, an American startup would have to expend an enormous amount of effort establishing such relationships with not just suppliers but customers as well. Any emerging American Dot-Com would consider the venture in the European market risky unless they hav...