ABSTRACT
E-retail has been dened as the sale of goods and services via the Internet or other electronic channels, for personal or household use by consumers (Harris and Dennis, 2002).1 This denition includes all e-commerce activities that result in transactions with end consumers (rather than business customers), i.e. B2C rather than B2B. Some digital marketing activities that do not directly involve transactions, such as providing (free) information, or promoting brands and image are considered to be part of B2C but are not normally considered as being within the scope of e-retail. This is common for luxury products where the website acts as an informational tool, but does not sell the products online, e.g. Omega (www.omegawatches.com).
