The increasing importance of e-commerce for most retail companies, including REI, Home Depot and Wal-Mart, is causing management to rethink where the Web team belongs on organizational charts in order to boost its C-suite visibility. Thirty-four percent of retailers with both bricks-and-mortar stores and e-commerce units organized their Web teams as a separate division; 26% put Web and catalog teams in one unit; 26% put Web, catalog and stores in the same unit; and 14% had an alternative structure, according to a 2007 study by Forrester Research and Shop.org.

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