Abstract

The case deals essentially with the e-tailing model of Fabmart.com. Fabmart was launched as a site for online shopping and later ventured into the opening of physical outlets. The case takes a look at how Fabmart maintained a balance between its online portal along with its physical stores. It discusses in detail the promotional schemes launched by the company and why it chose Microsoft as its platform. It elaborates on the design of the site and the steps involved in shopping online. It explains how different companies make use of the site to promote their products. It also looks into Fabmart’s fulfillment and payment mechanisms and gives a brief note on its major competitors.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• e-tailing strategy adopted by Fabmart.

Keywords

E-tailing, Fabmart.com, online shopping, physical outlets, Fabmart, online portal, physical stores, promotional schemes, Microsoft, platform, shopping online, companies, site, fulfillment and payment mechanisms, competitors