Bookseller Borders, after some seven years of selling its books via Amazon.com, is consolidating and relaunching its own site for selling books and other merchandise.
“We are a bookstore - and we have to be a real bookstore online,” Kevin Ertell, Borders’ group vice president of e-business, told the Ann Arbor News. “We really tried to make (the site) feel like a Borders store.”

The struggling bookseller is staking a lot on the success of the Web site, which the company strives to make look like a bookstore. It features a virtual shelf that can be customized to suit a customer’s taste.

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