Betting on Betas: How Internet Entrepreneurs Are Creating New Paths to Online Revenue

Americans bought more than $127 billion worth of goods and services in 2007 from huge online retailers such as Amazon, Staples and Dell Computer as well as a host of smaller ones offering everything from dating services (eHarmony) to virtual pets (Marapets). In fact, consumers piled so much into online shopping carts that they spent about 25% more than they did in 2006, according to data from the U.S. Department of Commerce. But that figure still represents less than four percent of overall U.S. retail sales.

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