An examination of e-commerce businesses, both pure play and company-based sites, focusing on the mistakes made by failed companies and methods to avoid similar mistakes in the future. Ameritrade, Travelocity, and Rowe.com are highlighted. An examination of e-commerce businesses, both pure play and company-based sites, focusing on the mistakes made by failed companies and methods to avoid similar mistakes in the future. Ameritrade, Travelocity, and Rowe.com are highlighted. 11 pgs. Bibliography lists 6 sources.