E-commerce takes bite out of traditional retail – Allentown Morning Call

Being America’s oldest bookstore is one thing. Being behind the times is another, and Lisa Girard, general manager of the Moravian Book Shop, wants no part of that. And it’s exactly why her shop’s next big undertaking is giving the website a complete overhaul.

Although the Moravian Book Shop has a website, many of the store’s offerings are not listed for purchase, and it’s a problem in Girard’s eyes. She knows that to have more online sales, and even to bring more customers into her store, the website must be more aesthetically pleasing.

As consumers increasingly shift from going to shops to going on their phones and computers to shop, functional websites are a must, even for small businesses such as the Moravian Book Shop, which has locations in Bethlehem and Allentown. Those that fail to incorporate e-commerce into their business models risk falling victim to the wave of closings and consolidations affecting dozens of bricks-and-mortar businesses, including J.C. Penney, Macy’s and Sears.

“If you want to survive, you have to partake and make it a positive part of your business,” Girard said. “I definitely want to see an upswing. I could never keep up with Amazon or Barnes & Noble, but I still want to make a statement on e-commerce and have ourselves out there in a positive light.”

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