I just spent the last hour or so reading case studies on Ecommerce. You can never learn to much I think my arrogancy and lack of experience largely contributed to my last failures. This time around I am doing a lot more research on WHY customers buy online and WHAT they feel comfortable buying.
This Zappos.com case study was an amazing read.
As Authentic Neckties is in the beginning stages of growth reading case studies like this is what WILL help push us to the next level of success and keep our overhead low and our expectations rising.