Good E-views

The bottom line for the site, Hopp emphasizes, is that it has met customer requirements. "If it's kept the business of a particular customer, then it's an overwhelming success," she says.

Finding #3: E-commerce initiatives can't survive without the personal touch.

For a technology that can potentially remove the person-to-person dynamics of a sale, it's striking to consider the level of customer attention that is needed to keep online sales tools on the right track.