Although development of e-commerce websites has a strong
technical component, Holzschlag (2000) has proposed
considering the development of a website more of an artistic
production. By interacting in a constant feedback loop with
customer/users, the development process has some analogy to
development of films and other creative products. The term web
publication specialist is used to emphasize the many nontechnical
elements necessary for successful e-commerce
development including interface and functionality design
including artistic, usability, policy, and functionality issues.
Specialists in this area would not necessarily have or need
technical IT skills.