The Internet allows much flexibility in terms of attracting visitors to your etail site and improving your business operations. One of the key components that many smaller etailers are just beginning to develop is in the area of dynamic customer relationship management. This involves using the Internet to build richer, longer-lasting relationships with customers, in part by personalizing their shopping experience.

Not too long ago, a static e-commerce or marketing site was sufficient. Everyone saw the same thing upon virtual arrival, much like the traditional retail shop. However, the popularity of Web 2.0 applications is changing expectations. Online shoppers are encouraged by previous shoppers' product reviews and have started to expect that virtual help will be a click away if the need arises. The term "Web 2.0" refers to applications that facilitate interactive information sharing and collaboration.

A Web 2.0 site allows customers to interact with other customers and change Web site content, in contrast to sites where customers passively view information.  On an etail site, this might be represented as the products with the highest customer ratings or the top selling products of the day.

Click the "Learn and Interact" image to the right to explore the top ten Web 2.0 considerations for etailers by reading an article in The e-commerce blog.