The internet is free. Or at least setting up an online store is cheaper than building a new Wal-Mart in the neighborhood (assuming citizen acceptance). Kids in pajamas are selling jewelry made in their art class.  Some 14-year old has the top-selling app on Apple’s app store.  Please meet another 17-year old Ashley Qualls raking in $4 Million on whateverlife.com. Yes kids are opening up businesses online before they learn how to say “mama”.  There is nothing special about them being kids. What I am trying to show here is that the wall of commerce might be coming down with the new dawn of internet stores. Welcome to the new world of wall-less retail.

When the internet first started, anything related to opening up an online store was expensive. Designing a website cost thousands of dollars. Hosting a website was another story. But now with stores such as oodle.com which is now an app on Facebook, anyone can sell anything to their ever-increasing Facebook fan base.

As if that’s not enough, in comes the devil of social bookmarking and product rating. Kids in their pajamas can now fire a death bullet at your product with a simple click of their mouse. They actually don’t use mice. They have smart phones, two thumbs up!! All they have to do is click on the “suck” button right next to your “checkout” button and you are dead.  If you don’t give them the right to rate your product you will be considered closed and aloof. No one will come to your store. Liberalize or close-up? I will let you decide.

I am not encouraging you to move your inventory online. I am here to present a different perspective. One based on a strong argument that the old time-tested tricks of the trade will still win in this online-craze world. These are: possessing a unique product, possessing superior product knowledge, and ensuring the best customer service. I don’t consider the internet to be the interrupter of existing industries and established companies. As Michael Porter remarks in “On Competition”, the internet itself will soon be neutralized as a source of advantage. Basic internet applications will soon become table stakes- companies will not be able to survive without them, but will not gain any advantage from them either. The more robust competitive advantages will arise instead from traditional strengths such as unique products, superior product knowledge, and strong personal service.

As you consider your internet strategy, don’t forget the old business tricks of strong customer services, friendliness, and yes, making sure your product is worth a wink before you list it online.