Starting an online retailing business involves a substantial investment in stocks, logistics and other material. Also, the margins are not very high and many online stores reach the break even point only after a few years. So though online shopping is very convenient for consumers, a company or person starting the online store has to do a thorough analysis of the market conditions in the internet industry before taking a decision.
Not every investor is willing to bear losses for several months or years before breaking even. If you only bank on your hard work and merit, it is important that the market offers a level playing field. Most online stores advertise on other websites using ad networks and your experience as an online publisher is a good indication of the business ethics of these companies. While many may differ, sometimes working with companies which treat all their business partners fairly, is more important that earning a lot of money.
If you have a large offline business, starting an online store selling the same products does not entail much additional investment in stocks, so it can be a viable option. However, if you do not have any background in selling physical products, the investment in finding suppliers, storage and delivery systems can be substantial and a business will invest only if they are convinced of the long term prospects.