If you have a highly integrated ecommerce system you can make considerable labour savings either by employing staff or redeploying existing staff. Of course you need to invest to achieve this but I constantly come up against stiff price resistance. ‘What! You want £X,000 for a website?’ An ecommerce website can sell to the whole world but customers who will pay £25,000 for a new van or £100,000 to fit out a shop will not pay for software.
Perhaps if they could touch it or smell it they might pay more!