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This story appears in the November 2005 issue of Entrepreneur. Subscribe »

Not long ago, you could count on web shoppers to base their purchasing decisions solely on price--and set your prices accordingly. No longer. Online consumers have become more sophisticated and now take into account , privacy and security, product selection, and more before buying.

"Web shoppers are no longer looking for the lowest price," confirms Jane M. Reiner, a principal who focuses on at Procon Management Services, a management consulting firm in Fort Lauderdale, Florida. "Instead, [e-tailers] should make sure they are viewed as a fair deal."

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