I agree with Brian's views on value preposition.
Many people who want to leverage on e-commerce dont have knowledge in product management.
You need to create first
a) Superior Perceived Value (State where customers perceive the product gives a net value more positive than its alternatives.)
b) Superior Actual Value (State where the product factually gives customers a net value more positive than its alternatives.)
Suppose I want to buy a book online do I go to barnes & noble or ebay.Or do I buy from a guy from skunkworks e.g www.kamaubooks.co.ke
NB: The Perceived Value-is a measure of the value preposition (Implicit promise a product holds for customers to deliver a fixed combination of gains in time, cost and status.)