I've noticed that pretty much every Australian Windsurf shop treats their online presence not with the attention that it deserves and not living up to their potential to generate additional revenue. Specifically, not all of their stock is listed or slowly updated manually, prices are not updated, CRM not put in place or being used, digital marketing to attract additional customers non-existent.

I understand that for our sport in-store experience, product trial and relationships are important but treating online retail with so little sophistication results in missed opportunities. In other markets such as Germany water-sports shops are doing an excellent job, so it not impossible for the industry to accomplish. There are cases where buyers exactly know what they want and no trial is needed and this is particularly where Aussie shops are missing out. I recently ended up ordering an Ion Shorty from Europe as I exactly knew what I wanted and was unable to find the product here for a decent price. Also, it was much more convenient to order it online rather than spending time at the weekend to go all the way to the shop.

For someone dedicating his career to digital it boggles my mind how Aussie windsurf shops are treating their online store fronts. Any thoughts on why?