INNOVATIVE E-COMMERCE SYSTEMS

Although Shopbop operates as a seperate entity than Amazon, I strongly believe they could improve their analytics systems.  They don't utilize SEO, which could be very beneficial in e-tailing.  By taking record of customer shopping behavior, they should suggest items based on searches and item views.  Instead the company only suggests items based on what is being viewed at the moment.  By utilizing SEO and metric analytics, they could potential increase sales drastically which would increase their ROI.