In marketing we are bombarded with facts, figures, research and over-analysis. So much so that it's often difficult to reach a decision of confidence. That's why it's important to center ourselves whenever possible.
Forrester Research just completed a survey regarding the main driver(s) of why people buy online. The two most important things: Low Price / High Product Quality. Combined together, of course, we get to value. And value is, predictably, all over Brand Keys' recently released 10 trends for 2010.
Seems natural that "low price" would rank highest. But it's interesting that "high product quality" is so far separated from ""well-known brand names". This learning should build confidence for smaller online sellers. It infers that if a brand is new or under-developed that showcasing product uniqueness, investing in photography, offering generous warranties, and whatever else backs up a "high product quality" presentation all have the ability to push sales past better-branded rivals.