With the quality of earnings that ecommerce businesses are demonstrating, we are going to hear of an increasingly large number of failures. Not that failure is necessarily a bad thing. But defying economic commonsense can get you into trouble sooner than you think.
One area of special concern is the fact that too much money is being spent on customer acquisition. Pay per click advertising accounts for far greater a portion of expense than is healthy. May I recommend an alternative: social commerce. It's not easy, but done right it can save you tons of money. And that is just one of the ways in which you can be lean.