Research by online retail analyst Transaction Partnership has revealed the six major main IT excuses used by firms who have yet to launch their own e-tail sites.

IT director Steve Goodheart said: “All across the country IT bosses are sitting there knowing that they are falling behind their competitors because they need to go online but not doing anything about it because they believe they do not have the time, money or resources to cope and will never catch up.”

The research concluded that the “myths” surrounding going online could leave many companies too far behind to catch up when the current economic downturn ends.

MYTH 1: IT directors fear the battle to convince colleagues that going online won’t cannibalise sales at existing stores.

MYTH 2: They have convinced themselves that they don’t have the knowledge within the company or the manpower to devote staff to the project and create a champion who will galvanise the organisation and make things happen.

MYTH 3: They can see the extra cost of going online but can’t see where the extra revenue will come from.

MYTH 4: They fear having to throw all their IT resources at a long-term project which will have an unknown benefit – and they won’t be able to cope.

MYTH 5: They don’t want to get their hands dirty and have an online relationship with customers, and the extra work involved in dealing with their emails and drawing up customer databases.

MYTH 6: The lack of a product delivery service/infrastructure and the logictics of setting one up will unravel all their good work.

Transaction was formed a year ago by two former Littlewoods executives, who helped the retail giant pioneer internet retailing in 1999 and who each have more than 20 years’ experience in remote home retailing.

They have been involved in the launch of 15 retail websites which now deliver annual net sales exceeding £1 billion.

Transaction Partnership has published a report dispelling the myths, which is available here

Richard Blanchard, marketing director of Transaction, said: “The list we have produced will help clear the fog in their mind and reassure them that the process isn’t overbearing.”

IT-Director.com