Essay

Rock Auto.com is an Internet auto parts company founded by two brothers, Jim and Tom Taylor, in 1999. Running an auto parts business online would be difficult because of already-established, larger auto parts sellers also moving their offerings online. Looking at the home page,

http://www.rockauto.com

, how do you see that this company attempts to differentiate its e-commerce offering from other, more well-known auto parts businesses? What do you see that is in place to offer the customer and the business security on this home page? Your text mentioned several things that would help a company to create a “killer” web site. Which of those things do you see on the Rock Auto.com site?

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