One would imagine businesses would want to offer multiple things. Those primarily being a quality product or service, a friendly disposition toward every customer, and a competitive price for their product/service. In many instances, this is certainly the case. Their target demographic for these goods and services is the primary driving force behind their business plans of current and for the future. Smaller businesses may be well-received locally, boasting a wide swathe of loyal customers who would stand by them until the end of time.

As technology has become significantly more prominent at both the workplace and at home, a large number of businesses have attempted to try their hand at reaching out to the digital community, at reaching out to those who they might not be able to communicate with otherwise. One can see such things in action when say, a local shop decides it wants to try its hand at maintaining an e-commerce site in addition to the familiar brick and mortar location. Some may see success after reaching out to this crowd, with sales skyrocketing and customer base greatly expanding, but others seem to struggle greatly with their e-endeavors.

One of the largest changes smaller businesses embarking on this foray into the digital realm must realize is that they’re no longer dealing with just their local customers, but perhaps those from a completely different portion of the country, or, if the business scope is large enough, the world. They’re attempting to reach out to a population they’re likely not equipped to handle, or, if they are well equipped, they may still lack experience. It’s an extremely difficult mentality to adapt to, where you’re no longer just looking to work with those you may have known for years.


In trying to reach out to larger numbers, these newcomers to the digital community may realize that they’re simply not as popular or viable as some of the larger, more established companies who beat them to the web. What causes these larger companies to stand out? In many instances, it’s a matter of pricing. Larger companies have established that they’re willing to drop their prices on their goods or services to a point that they’re able to easily expand over some of the smaller businesses, who simply cannot compete effectively while still maintaining some form of profit from their sales. For many businesses, the lower price point already established on the web by these established companies makes it rather difficult for small companies to even enter to the digital side of things.

Lower price points, however, may not always guarantee quality product or services from these companies. To some customers, this isn’t acceptable, and these are the people who would tend to shop around a bit more, trying out a number of companies until something sticks, which allows for some smaller companies to actually gain digital traction. One must also consider the idea of brands having an effect on the customer’s buying process, where established brands may have more trust built in to them. Having to pander to customers looking for these brands in an attempt to bring in some business is what some businesses fail to exact properly, another failure point for those that may have gotten a bit of their foot in the door.

Given all of this, it’s fairly difficult for companies nowadays to get their foot into the door of the web. Having to run deals, discounts, etc. and dropping prices just in an effort to compete is certain to reduce profit quite a bit and discourage many from furthering their attempts. In some cases, businesses have been able to find a niche service that they can offer that others cannot, or are unable to offer competitively, and therefore take the helm in regards to that specific service online. In other instances, advertising online through something like Google Adwords proves effective, although that could easily become costly, especially if it’s a well established market with highly competitive keywords and whatnot. While it’s difficult to jump in to, the digital age certainly doesn’t seem to have any intention of disappearing in the future, and perseverance and patience are sometimes necessary when starting off almost anew.