The mail order company Ellos, which has annual sales of $150 million in Sweden, will make its entire product range available on its Web site in July, instead of just a selection of its merchandise.
Compared to the Swedish retail trade as a whole, the mail order firms are several steps ahead. However, e-commerce trading accountedfor just 0.2% of Swedish retail sales in 1998.
"It would be easy to exaggerate the speed of the shift to e-tradingby customers. I usually observe that, when television came, radio did not disappear," said Ellos Postorder CEO Tomas Persson.
Copyright July 1999, Crain Communications Inc.