With the fast development of various e-business solutions companies seek for new opportunities to get in touch with customers and build new type relationships. If in planning everything looks pretty simple and straightforward, in reality there are a lot of issues that shall be considered prior to launching full scale implementation. E-tailing is exactly this kind of beast. It brings a lot of operational and financial benefits, but it needs to be tamed (Papers4you.com, 2006). The essence of e-tailing Retailing is frequently viewed as the integral part of the marketing mix strategy (Leny & Weitz, 1998), where “place” plays the role of the transactional environment (Underhill, 2000). With the development of e-commerce the companies from different goods and service industries decided to become closer to customers by opening e-stores and managing e-tailing. Various traditional pla goji berries yers like Gap, Tesco, Asda, HP, Cisco and new ones like Amazon, E-Bay, Lastminute.com opened electronic stored to satisfy instantly the customer needs. Of course, there are numerous examples of the successful e-tailing operations. However, it is important to remember that not all of the entrants in e-commerce were that successful (see Mahajan et al., 2002 ). The point is that e-tailing is not the scheme which is easy to implement. There are a number of aspects that shall be considered. For instance the importance of product physicality and the influence of other buyers on the purchase decision (see Underhill, 2000). The great number of fashion related items or products that are connected with self-image concept require the possibility of trying the product and see the reaction of others. Without it the whole process of purchase lack important chemistry which makes it so addictive.