Selling online works well when complete and accurate product information is readily available, easily found and reliable.
I would add to Susan's article that Data Stewardship is key as you need to have key people take responsibility for the product data describing them and a) ensuring it is correct plus b) being responsible for quickly correcting it when errors are found. Susan is also right that incorrect or incomplete information on products turns the customer off and they are very unlikely to purchase from you.
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