In 1994, Lauren Freedman leveraged her 15 year retail and catalog career and passion for merchandising to found the e-tailing group, inc. The firm's mission is providing strategic and e-commerce solutions to online merchants as well as businesses targeting that market. Her company's annual mystery shopping and merchant surveys provide a comprehensive overview of the state of e-commerce, setting industry standards while simultaneously highlighting best practices. An extensive client list has included Fortune 500s and start-ups. From involvement with the initial launch of sites like Toys "R" Us, The Vitamin Shoppe and Kodak to specific initiatives for clients including Scholastic, J.Jill, Orbitz, USA Today, West Marine and MSN, her role becomes Strategist, Merchant, Facilitator, Educator and Spokesperson. Freedman recently completed her first book, "It's Just Shopping," which provides a comprehensive, behind-the-scenes look at the evolution of multi-channel selling.