Retail and e-tail collide creating internal chaos for bricks and mortar retailers. The result is a non-performing channel.
Ecommerce is a long term strategic play, and must be thought of as a business channel not to be rushed.
Bricks and mortar retailers venturing into ecommerce find themselves stuck in this chaotic period characterised by poor profitable performance, marred with consumer complaints, operational inefficiency, and no proactive management.
The entire business is reactive to the problems it creates.