E-Tail Detail was one of two Industry Forums hosted by this year’s L’Oreal Melbourne Fashion Festival for industry professionals wanting to hear the latest ‘behind-the-scenes’ wisdom and experience in online business and marketing. As relevant to large ‘bricks and mortar’ retail businesses as emerging designers the forum provided a glimpse of the accelerating world of E-tailing, M-commerce, F-commerce and brand building online. These innovations however, can also be useful to artists and arts organisations looking to developing or improve their online presence.