Traditional Brick-and-Mortar vs. Dot-Coms

Walk into any Godiva shop and you know you have entered a special place. The curved golden walls, art nouveau designs and the elegant displays of chocolates all work in unison to say “come in to browse and take something home.” We know we aren’t just buying candy; we are experiencing Godiva. Traditional brick-and-mortar establishments in Europe that go online have much to offer over American dot-com start-ups. This is because most European shoppers prefer to purchase recognized brands from retailers they know and trust versus solely on price. Like many Americans, most Europeans want to experience the feelings their trusted retailers offer. This paper provides some history on the difficulties of online retail in Europe and specifies a few reasons why I believe traditional brick-and-mortar companies will prevail in Europe over American style dot-coms.
Despite dot-com Internet companies being the first to take advantage of e-commerce, many brick-and-mortar companies now offer produ...