How to Drive Customers Away From Your Online Shop

Plenty of small companies do e-commerce right, but here's a case study showcasing how not to run an e-commerce site. My daughter likes American Girl dolls, and I discovered that a woman in my town has a business making clothes for these dolls. Upon scoring a $40 coupon for her site at a local charity auction, I was looking forward to shopping with my 8-year-old!