Borders breaks down barriers with cyber bookstore

Book chain Borders Group returns to online retailing with a new website designed to offer everything a bookstore can provide to customers.

The website includes a number of features such as The Magic Shelf, designed to mimic the feeling of browsing at a bookstore, wish lists, a Book Club section containing readings, interviews and performances and free shipping on some orders over $25.

But the move into online is being dubbed by some as a risk when Amazon.com is the first port of call for so many cyber shoppers. One commentator, Fred Crawford, at AlixPartners, told media that: "Amazon just dominates. Amazon is nearly unassailable."

President and CEO of Borders, George Jones, remains optimistic. In reports he said that the Borders website was a different offering to that of Amazon. "It's not that we're going to out-Amazon Amazon at what they do. What we think is that we can still have a great, compelling offering."

Management at Borders hope that by 2009 the website will be independently profitable and work to bring those who normally shop online into the physical Borders store while also encouraging those who visit the book stores to check out Borders products online.