There are clear distinctions between traditional and on-line sales, which should be taken into account while choosing the right strategy:

 

 

Traditional Sales	On-line Sales
Traditional business contacts:  In traditional sales, contacts to customers are made through cold calling, fairs, and personal business contacts	Business contacts are made through e-marketplaces, on-line searching, and e-mail marketing
Customers can be obtained by being at the right place at the right time	Customer must be visit the website
Uncertainty ends when the buying process begins	Uncertainty starts when the buying process begins
Buyer importance of transaction focused on the product; buying processes are not automated (possibility of errors)	Buyer importance of transaction focused on the buying process; using technology will significantly reduce human error since most processes will be automated
Marketing material is comprised of brochures, faxes, and mass or targeted mailing	Marketing material is comprised of on-line brochures, e-mail messages, and linking combined with other traditional marketing
Establishment of an offer through mailing, faxes, etc.	Establishment of an offer through e-mail
Delivery of goods through mailing, transportation	Delivery of good through mailing, transportation
Buying process has minimum learning costs	Buying process has high learning and technological costs
Payment through mailing of the bill	Payment through mailing of the bill
Useful for products of high complexity and⁄or little standardization	Useful for products of little complexity and⁄or high standardization