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This article is structured into three parts to provide the context for:
- Companies (the seller).
- Consumers (the customer).
- E-commerce technology (the tool).
Companies (the seller)
The key point for companies to take away is that e-commerce is (becoming) mainstream. For US companies this is a fact, one which is further confirmed by the high percentage of e-commerce-led venture capital exits. However, for some European companies, e-commerce remain a strategic debate at executive level, where the marketing manager is joisting with brands or retail managers, or a push-pull relationship between the information officer and a newly-created function, the e-commerce manager.
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