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Internet Commerce Has Finally Come Of Age.

This story appears in the December 1997 issue of Entrepreneur. Subscribe »

When first came on the scene, companies were jumping on the bandwagon and creating Web sites with an "if you build it, they will come" attitude. Many businesses found out the hard way that hanging out a shingle on the Internet doesn't guarantee visitors, let alone sales. All you have to do is witness the death of major Internet malls like 's World Avenue to realize the Internet commerce is still a work in progress.

"There have been extremely high expectations of Internet commerce that have lessened considerably," says Michael Sullivan-Trainor, program director of Internet research with /Link, an research firm in Framingham, Massachusetts.

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