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I'd like to look at a vital aspect of e-commerce, and that is the nature of the product or service.
我想说一下电商中一个重要的方面，即产品或服务的性质。
There are certain products and services that are very suitable for selling online, and others that simply don't work.
有些产品和服务很适合进行线上交易，而有些则不行。
Suitable products generally have a high value-to-weight ratio.
适合在网上出售的产品通常具有较高的价值重量比。
Items such as CDs and DVDs are obvious examples.
光盘、光碟之类的产品是很明显的例子。
Books, although heavier and so more expensive to post, still have a high enough value-to-weight ratio,
书虽然很重，运费也贵很多，但仍有足够高的价值重量比。
as the success of Amazon, which started off selling only books, shows.
这是从最一开始只卖书籍的亚马逊的成功例子中得出的。
Laptop computers are another good product for selling online.
笔记本电脑也是一个非常适合在网上销售的产品。
Digital products, such as software, films and music, can be sold in a purely virtual environment.
数码产品，比如：软件、电影、音乐，可以在纯虚拟的环境中销售。
The goods are paid for by online transactions, and then downloaded onto the buyer's computer.
买家购买这些产品可以在网上付款，然后将它们下载到自己的电脑中。
There are no postage or delivery costs, so prices can be kept low.
因为没有运费和递送服务，所以价格很低。
Many successful virtual companies provide digital services,
有很多成功的虚拟公司提供电子服务，
such as financial transactions, in the case of Paypal, or means of communication, as Skype does.
比如提供金融交易服务的贝宝和提供通信服务的Skype。
The key to success here is providing an easy-to-use, reliable service.
它们成功的关键在于能够提供便捷、可靠的服务。
Do this and you can easily become the market leader, as Skype has proved.
Skype的例子证明，做到这些你就可以成为市场的领头羊。
Products which are potentially embarrassing to buy also do well in the virtual environment.
一些在人们羞于购买的产品也适合在虚拟环境中出售。
Some of the most profitable e-commerce companies are those selling sex-related products or services.
出售性爱产品和服务是最盈利的电商行业之一。
For a similar reason, online gambling is highly popular.
同样的道理，网络赌博行业也很兴旺。
Products which are usually considered unsuitable for selling online include those that have a taste or smell component.
不适合在网上销售的产品包括那些需要人们品尝或者闻味道的产品。
Food, especially fresh food, falls into this category, along with perfume.
食品，尤其是新鲜食品，属于这一类。还有香水。
Clothes and other items that need to be tried on such as diamond rings and gold necklaces
衣服或其他需要试戴的物品，比如钻戒和黄金项链，
are generally not suited to virtual retailing, and, of course, items with a low value-to-weight ratio.
不适合在网上零售。当然还有价值重量比低的商品。
There are exceptions, though.
但是也有例外。
Online grocery shopping has really taken off, with most major supermarkets offering the service.
网上果蔬商店开始红火起来，提供这些服务的大都是大型超市。
The inconvenience of not being able to see the food you are buying is outweighed by the time saved and convenience of having the goods delivered.
不能看到要购买的食物的弊端显然没有节省下来的时间和送货上门服务的便利重要。
Typical users of online supermarkets include the elderly,
网上超市的消费人群包括老人、
people who work long hours and those without their own transport.
工作时间长的人以及自己没有交通工具的人。
Question 23. What is important to the success of an online store?
问题23 网络商店成功的重要因素是什么？
Question 24. What products are unsuitable for selling online?
问题24 哪种商品不适合在网上销售？
Question 25. Who are more likely to buy groceries online?
问题25 谁更可能光顾网络果蔬商店？
译文属可可原创，仅供学习和交流使用，未经允许不得转载
