March 28, 2001, 12:00 AM

E-retailers may be hastening their own demise if they make the wrong fulfillment choice

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“We’re a nice match for online companies that deliver things like pharmaceuticals, books and videos,” Martell says. In fact, one of Martell’s clients is bookseller Barnes & Noble “Not everybody’s going to order a Harry Potter book and have it shipped Federal Express because it’s too expensive,” he says. “Nor do they want to wait 10 days for ground mail; we fit right in between them.”

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