For a bricks and mortar retailer there are many benefits to developing a successful e-commerce venture. These can include the following.

• With increased sales volume, from e-commerce, better purchasing power and lower purchase prices can be obtained.
• Online handling of repeat purchases provides lower customer handling cost.
• New markets can be opened up to the retailer, who is no longer restricted by physical location.
• Creation of inter channel synergy. That is providing information to customers who surf the web before going out and shopping. (more and more shoppers are doing this)
• Provides the customer with 24 hour 7 day a week shopping access.
• Provides the ability to create/ and or expand mail order aspect of your business (through email).
• Expansion of your companies brand name.
• Halts competitors expansion in this market place.
• Join the trend of changing shopping trends. More shopping is being done online, with less being done off line.

These reasons are not relevant to all retailers, and the list is by no means inclusive. E-commerce has definitely opened up a new channel by which retailers can communicate with their customers and expand their businesses.