Catalog firms are uniquely advantaged because they already possess very efficient order entry and fulfillment systems. However, they face many of the same challenges as bricks-and-mortar stores-they must leverage their existing assets and competencies to a new technology environment, build a credible Web presence, and hire new staff. Nevertheless, according to Internet Retailer, in 2013, catalog merchants generated combined web sales of about $31 billion in the United States (Internet Retailer, 2014a).