E-COMMERCE RETAILING STRATEGIES FOR SMALL BUSINESSES: IT BARRIERS AND STRATEGIC DELIBERATION

Compared to their larger counterparts, small retailing businesses face different barriers and constraints when dealing with e-commerce issues. The objective of this case is to analyze these constraints as these businesses adapt their brick-and-mortar operations to embrace web technologies. Interviews were conducted with small businesses within the Gifts & Collectibles industry that have expanded their operations to encompass sales originating from a web presence. Findings suggest that the development of a transactional website is not the primary strategy that these businesses have devised to generate online sales. A comparison of these alternative strategies is presented and an analysis is provided to answer the question why are these alternative approaches being adopted by small businesses