E-COMMERCE - Dotcom's Dilemma

While the right technology solution has certainly been a stumbling block when it comes to adoption rates, it's not the only barrier, he adds. A lack of education has also become an obstacle for the dotcom companies. "What's holding people back is just a lack of understanding. All they've heard is people with $10 million marketing budgets beating their chests. Once people can understand what it can do, they say, 'Oh, I can actually use that. I see the value. And yes, I'll pay money for it,' " Giles contends. "But they need to be educated, not barked at. That's probably the biggest reason people haven't stepped forward."