It's a really exciting phenomena, a website is like a camelion, always changing colors, but even worse it changes shape all the time also. I ran a brick and mortar business for over 27 years. Every day was different, but unlike the website there was a bit more stability. Yes, there was always someone trying to sell something, but for the most part, you got to see their face. With the website there is an endless stream of representations, no longer do you sign on the dotted line, or shake someone's hand. You can deal with someone in India as easily as next door.
The reality is-it's hard! The learning curve is over the edge. So bear with me as I stumble, as I really love retail!
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