This article explains the Ten E-Commerce Mistakes. Comon sense perhaps, and geared more towards large sites but useful nonetheless. It does have some nuggets that relate directly to the indie vs large publisher. "As a rule of thumb, a business will do well on the Web if it could prosper next door to Wal-Mart. There is no physical distance on the Web: you are next to Wal-Mart. So if you are just selling a smaller selection of the same products, you don't have a chance. How do you succeed? Specialize. There are thousands of profitable niches that the big players don't have the time to focus on: skateboard wheels, organic seeds, antique watches, you name it. The key point is to choose a niche that is the right size for you."