Welcome to this fourth in our occasional series of Internet Retailing supplements. This time we’re looking at e-commerce platforms from all angles – from choosing the right one for your business, to using it to meet and surpass your customers’ expectations. There’s probably no decision more critical to any e-tailer than choosing the right e-commerce platform. For it’s on this foundation that the success or failure of an online venture in great part depends. This is the technology skeleton that underpins all the functionality of the finished website. If an e-commerce platform cuts off options for the future growth of a website, then the chances are that when a business grows and evolves the platform will have to be changed – and that can be a lengthy and costly business.