The Factors to Hinder Small Retail Entities from Developing E-Commerce and Its Strategy

For the status that the transaction volume of C2C is greater than B2C in consumer-oriented e-commerce, this paper analyzed the problems encountered by the B2C e-commerce model with no physical store and the good conditions that the traditional retail companies have in developing e-commerce. This paper hold that why the traditional retail companies do not want to develop e-commerce has some reasons: first, they do not want to be pathfinder; second, they worry that e-commerce will increase the cost of business operation; third, they believe that it´s required to cultivate the consumer spending habits; finally, they think that technology is immature and so on. Traditional retail companies developing e-commerce need the support from the government. At the same time, the leaders of traditional retail company should update their ideas, strengthen the infrastructure of network and information, and pay more attention to train e-commerce talents.