Nowadays, many companies would like to expand their businesses in the e-commerce around the world. Many newly formed DotCom companies would failed in high percentage of e-commerce because lack of experience. The example of the failure in e-commerce such as Pets.com.

Pets.com was a short-lived online business and business-to- consumer company that sold pet accessories and supplies direct to consumers over the World Wide Web. The company site design was successfully well received and collect several advertising awards. It launched in November 1998 and initially was deemed successful and went to liquidation in 9 months. The share price of the Pets.com of $14 per share at the first day had fallen to $11 per share in February 2000. The company continued to drop in the share price over the ten months to $0.19. Finally, the Pets.com management decided to make an announcement and close the company due to lack of investors or potential buyers of the company. They also realized that they are unale to raise further capital.

They failed in e-commerce industry because the CEO and managing body lack of experience and lack of understanding running the business. The company lack of experience lead to make a loss of $21.7 million. In fact, they unable to make a profit for Pets.com. The pets.com din not succeed in their brands because they use of much of its capital to inforce in its brand. The company was lossing their money on every shipment it made to the customers such as dog food. Therefore, they using the idea was inrelevant, so they failed to give their customer enough reasons to purchase pet goods through the internet. Then, they would more prefere and chosen to purchase the dog foods at outside. Finally, they gained the large attention of the market and became most notable failure.