Editing Boo.com (section)

=== Excessive expenditure on marketing ===

Within 18 months, $135 million was spent on marketing by Boo.com.<ref name="Boo failure">{{cite web|last1=Roggio|first1=Armando|title=2 Ecommerce Blunders to Avoid in 2015|url=https://www.practicalecommerce.com/2-Ecommerce-Blunders-to-Avoid-in-2015|website=Practical Ecommerce|date=29 December 2014|accessdate=6 March 2018}}</ref> Boo.com spent $25 million on [[advertising]] and [[public relations]] marketing before it had even opened to sell products.

To attract consumers, the site developed a new Internet virtual technology with which consumers could drag their intended clothes onto a virtual 3D body model, and then view it from whatever angles and distance they wanted. The investment in this technology cost Boo.com over $6 million to develop and $0.5 million every month to maintain.