Indeeed, e commerce is more of a logistics business than a marketing one. When it came up, people mistook it as an online channel to sell stuff without understanding the complexity of processes you need to get in place to successfully deliver them.

I think for starters, amazon market place is a very good starting point. They also have items from start up as a separate entity which gets marketed and promoted. It certainly needs more thought and work. But I do admit, it is a complex world indeed.