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The objective of this paper is to identify, analyze and discuss successful strategies and approaches taken by a small retailer with internet storefront in an emerging market economy.

A case study is used to illustrate, how a small book retailer became the largest online bookstore in Turkey through successful e‐commerce utilization.

The case provides information about various successful strategies that have been designed to improve the performance of internet retailers in a developing country.

The data collection method appears to be unorthodox. Although the story of internet booksellers is not new, the case is located in an emerging and “non conventional” market.

The paper promotes a context of e‐commerce in developing nations and makes the case for internet channels as a viable competitive strategy for small to medium‐sized enterprises (SMEs).

This paper gives the inside look at e‐commerce in emerging market. The internet is an important venue for growth and expansion among retail entrepreneurs in developing nations. It adds to the important literature on the use of e‐commerce by SMEs.

An exploratory study of consumer acceptance of Internet banking (IB) services is conducted in a Turkish bank. Examines both consumer‐related factors that may affect the adoption of an innovation or a product (such as complexity, perceived risk, and relative advantage) as well as organizational factors such as marketing effort. The results suggest that IB not only reduces operational cost to the bank, but also leads to higher levels of customer satisfaction and retention. Accordingly, it is argued that IB is strategically important to the banking sector in an emerging economy, such as in Turkey.