Once upon a time, salespeople would contact customers and tell them they needed product X in their life, and if they didn't have this product they'd be missing out and life would be incomplete. However times have changed!

Sales no longer control the flow of information in the buying process - instead the customer has more control. If a customer has an interest in a certain product or service they will more than likely hop on Google for speedy answers to their questions. In many ways, the middle man has been axed from the equation - but what does this mean for Ecommerce businesses?