Launch Out Into the Deep: The Joys of
E-Commerce
By Emily McHugh
March 2003
We’ve all probably seen the TV commercial
where a company just launched its e-commerce and the orders
start out small and then mushroom out of control. Well,
most of us might say, if that could only happen to me…!
The reality of the matter is, will you be ready, not only
logistically, but psychologically.
It is amazing how quickly one’s mood
can shift from sheer exhilaration to utter despair within
moments when the realities of e-commerce become all too
apparent. My company recently launched its e-commerce site.
We expected it to be a relatively gradual transition, an
order here, an order there, but the launch coincided with
an article about us in Daily Candy, a very popular online
newsletter. As a result, we were somewhat deluged. We were
thrilled with the emails coming in and the phone ringing,
but then our e-commerce system went berserk. We started
to panic and wonder what in the world had we gotten ourselves
into.
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