A Venture Capitalist’s E-Commerce Shopping List

TechCrunch

Editor’s note:Sergio Monsalve is a Partner at Norwest Venture Partners where he is focused on early and growth investments in the digital media, mobile, and social areas. Follow him on Twitter

E-commerce is one of the fastest-growing sectors in technology and is poised to get even hotter, with sales expected to double between 2010 and 2015, according to eMarketer. So how can discerning investors find the most promising opportunities? They have to first take off the rose-colored glasses.

While innovative, fast-growing e-commerce companies abound, many of them will not succeed in the long run. For all the opportunity, it remains extremely difficult to build a great e-commerce company that truly and repeatedly delights the consumer.

At Norwest Venture Partners (NVP), we’ve been shopping in the e-ommerce market for years. The companies that rise to the top of our list have one thing in common: an obsessive focus on the…

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