Some of our most successful merchants are big
companies. But not all of them. A lot of the most successful
stores are smaller companies. Some, in fact, are one-man operations.
That's what they mean when they say that the Web levels the
playing field. A small company doesn't have to
look small. Or stay small.
In the physical world, a big company has a big advantage. They can
spend millions of dollars to set up a marble and glass store on Park
On the Web, things are different. Everyone's Web pages are made
out of the same stuff: text and images. So there is no reason that
you can't look just as good as General Motors. Or better.
It's not just a matter of pride. Looking real is what makes customers
buy. So if you can make your Web site look like the site of a big
successful company, that may be just what you grow into.
These stores did. Most of them started small.
All have become leaders in their categories.
How did they do it? Focus on a specific niche market, a
looking Web site, great customer service,