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The ecommerce strategy is the synthesis of the choices that a fashion company makes about what to sell, which markets will be served, product pricing and promotional strategy, which channels will be used.

The business model decisions refers to how the activities will be organised in order to implement the strategy: which activities will be done in house and which will be outsourced (make or buy), which technology and suppliers will we choose, how are we going to serve the markets that are geographically far from us and have different languages and culture. Are we going to acquire the skills and resources to manage them or will we join forces with third party service providers specialised in serving those markets?