Clive Ellings, managing director of IMP Events, the company behind E-Commerce Expo, said a badly designed, badly implemented ecommerce solution will do more harm to a business than not having a site at all as consumers do not differentiate between a brand's website and physical stores.
"If you can't deliver what you say you will deliver - response times, product availability and delivery, that impacts on your overall brand both online and offline. Getting it wrong is a no no," he said.
Ellings said he expects the e-commerce sector to continue to grow, despite economic uncertainty, as it is highly cost-effective both for retailers and consumers.
"If you're a high street retailer going online is expensive, but not in relation to opening new shops," he said. "You could argue that ecommerce is going to be bolstered by the credit crunch because it is more convenient for shoppers - they don't have to pay additional fuel and parking costs."
E-Commcerce Expo, organised by IMP Events, takes place at London Olympia on October 28 and 29.
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