If it is true that people go online to find answers and assistance, in both their personal and professional lives, then e-commerce sites that provide relevant content will fare better than sites that do not. Major online retailers that sell items such as books, music CDs, and consumer electronics, offer a wide range of relevant content, including product descriptions and reviews, that help consumers make purchase decisions. For business-to-business sites the notion of relevant content can include items such as case histories that demonstrate how a firm's products and services can be used to solve problems and create solutions. Adding relevant content that addresses the broader needs and concerns of potential customers to an e-commerce or corporate Web site involves extending online efforts beyond merchandising and transaction processing.
Relevant content that is presented at an e-commerce site may result in orders being placed online or offline. Since potential customers form opinions online, a company's Web site can be seen as the natural starting point in making purchase decisions. To the extent that a Web site can provide relevant content to help customers make decisions, the site will generate orders that may be placed through any channel.
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