Boo.com was an example of an E-Commerce failure.It was a British Internet company founded by Ernst Malmsten, Kajsa Leander and Patrik Hedelin. Boo.com launched in the Autumn of 1999 selling branded fashion apparel over the Internet; however, after spending $135 million of venture capital in just 18 month, which later was placed into receivership in 18 May 2000.
The causes of failure are timing and problem with the user experience. From the day it launched technology was a problem for the online clothes retailer. In fact, it was supposed to launch in May 1999 but technical hitches delayed the unveiling. The site was heavily relied on JavaScript and Flash technology, but as that time it was very slow to load the webpage. In this circumstance, it took vast majority users to wait minutes for the page to load. Another thing is the fixed size window required to display the complicated, which limited space available to display product information to customer.
Beside that, Boo.com to market itself as a global company and it had to deal different languages, pricing and tax structures in countries it served. Boo.com was spent £125 million in just six months because of these activities. The most important thing are their sales wasn’t up to their expectation, especially have a high numbers of customer returned products to them.
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