Don’t blame ebooks for Border’s demise

Borders just got its own website four years ago…

I mean it wasn’t until 2007 that it decided that it made sense to have its own Web site rather than to outsource online sales to archrival Amazon.com. How hard would it have been to figure out that the Internet was going to be kinda important?

While Borders was busy giving the Web and e-books short shrift, it was also doubling down on the notoriously tricky business of running brick-and-mortar superstores. Until late 2010, San Francisco had four Borders stores–three of which were within a mile and a half of each other. I’m no retailing genius, but I couldn’t figure out how the city could support so many giant bookstores in so little space. Now we know it couldn’t: the three ones that were practically neighbors are all gone now, and the last store will close as part of the final shutdown.

Put all of these curious decisions together, and it’s not hard to see why Borders is going away. Do not outsource your Internet presence!