As e-retail grows quickly beyond a tenth of all retail in the US and some European countries, this topic represents key challenges and changes currently facing almost all of those UK marketers who are actively targeting the consumer end of the distribution chain. Although much has been published in the Retail and IT literature, recent work has yet to be drawn together in the Marketing discipline. Therefore, our goal for this special issue of the European Journal of Marketing is to disseminate a coherent body of research that will provide insights into how the e-retail sector is responding (or should respond) to the challenges. Empirical and conceptual and studies are welcomed but all contributions should address the practical implications of the research.

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