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Net-only dealer sets out Euro-stall

In France, opening in the UK and Germany

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The UK's first Internet only computer dealer opens for business next month. Called WStore, the PC dealership says it will flog PCs and assorted paraphernalia to corporates. And it says it will be cheaper than catalogue players such as Action Computer Supplies, or Micro Warehouse. It can do this because its costs are lower, sales and marketing director Kate Hembury told VNU Newswire. "If we felt we were losing business because of higher prices then we will review that price," she said. Wstore has operated in France since October 1998. It is launching in Germany in September. In a nice, modish touch, it quotes in euros as well as prices that the natives can understand. WStore won’t be the UK's first Web-only dealership for long. At least one direct marketing heavyweight is preparing a Web-only spin-out. Everything will be handled over the Internet only -- including post-sales support. This company also the finance and the logistics in place from its existing operations to drive costs down even further. And remember, logistics is the name of the game in this web ecommerce marke. Look no further than Amazon; its second biggest expense (after marketing) is boring but necessary distribution things, like warehouses. ®

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