Ecommerce Robustness during economic downturn

A Wall Street Journal article (August 14, 2011) describes the potential growth of ecommerce businesses (10 % in 2011 and 9 % in 2012) even as overall retail sales are expected to decrease. Increased selection, pooled inventory that can be sold across the globe, fullfillment efficiencies, and use of efficient entities (such as Amazon’s fulfillment) by small retailers – all all listed as the driver of this growth.  Will the potential efficiencies afforded by ecommerce herald a significant push into that space by traditional retailers ? Will a crowded ecommerce space swing the pendulum back to old name retailers with brand recognition ? How will retailers distinguish the customer shopping experience in their e-space?