There are pure ecommerce companies, and then there are traditional retailers that moved online while still maintaining an offline presence. 

To be successful, these two groups should approach the business with very different strategies, says Tom De Bondt, director of IT and digital at Overstock Home and X2O in Belgium. 

For example, bricks and mortar brands should consider their ecommerce presence as a “showroom” for their products. It might seem counterintuitive, but in Tom’s research he’s found that with these brands more people browse online… then buy in the store.

Tom goes over some other unexpected truths many ecommerce companies don’t know about which may bestalling their growth, as well as…

• Where to focus your marketing if you sell expensive products
• A post-sale activity that is extremely important to your success
• The two key factors of thriving “pure” ecommerce retailers
• The unexpected findings that come with testing (if you do it right) – and why you should never stop
• The importance that encouraging and learning from failures has to personal and professional growth