name, a national customer base, warehouses, large scale (giving them leverage with suppliers) and a trained staff. Acquiring customers is less expensive because of their brand names, but these firms face challenges in coordinating prices across channels and handling returns of Web purchases at their retail outlets. However, these retail players are used to operating on very thin margins and have invested heavily in purchasing and inventory control systems to control costs, and in coordinating returns from multiple locations. Bricks-and-clicks companies face the challenge of leveraging their strengths and assets to the Web, building a credible Web site, hiring new skilled staff, and building rapid-response order entry and fulfillment systems. According to Internet Retailer, Retailer, in 2013, the chain retailers accounted for around $113 billion (around 35%) of all online retail sales in the United Sates. In addition, 8 out of the top 10 fastest-growing U.S. merchants over a 10-year period tracked by Internet Retailer from 2003 to 2013 were retail chains (Internet Retailer, 2014a, 2013a).