With the fast development of various e-business solutions companies seek for new opportunities to get in touch with customers and build new type relationships. If in planning everything looks pretty simple and straightforward, in reality there are a lot of issues that shall be considered prior to launching full scale implementation. E-tailing is exactly this kind of beast. It brings a lot of operational and financial benefits, but it needs to be tamed (Papers4you.com, 2006).

The essence of e-tailing

Retailing is frequently viewed as the integral part of the marketing mix strategy (Leny & Weitz, 1998), where