Strategy Change for Small Ecommerce Business

Two weeks ago I met with an entrepreneur that is in the midst of changing the strategy for his small ecommerce business. As ecommerce sites have become more prevalent, and big brands like Amazon.com have continued to expand product lines, it is more difficult for small vendors to compete. This entrepreneur’s enhanced strategy is as follows:

• Eliminate 30% of the products offered as the secondary line extensions added over the past few years have not proved successful and diluted the brand
• Invest much more heavily in custom content about the products, including unique information and rich media (e.g. 360 degree product views)
• Spend more time training sales and customer service personnel on the products, and allocate time for them to actual use what they sell

I don’t know much about ecommerce businesses but his enhanced strategy sounds strong to me.