Purpose – This paper seeks to explore antecedents for online success and conceptualizes the stages by which a small‐sized “pure‐player” has achieved profitable and sustainable e‐retail in the fashion sector by utilizing a multi‐niche strategy involving an e‐portfolio of five...

Purpose – The introduction, implementation and enforcement of new laws governing the conduct of business can result in substantial additional costs to retailers. Focusing on small to medium sized (SME) retailers in rural areas and market towns, the study reported here aims to provide an...