Now layer on e-commerce, with mobile technology enabling real-time price comparisons, and the exercise of pricing becomes even more complicated.

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Rakuten offers an additional layer of support by providing e-commerce consultants and experts to advise merchants on their online business strategy, implementation, sales and marketing as well as lead and revenue generation.

FORBES: Asia's Rising E-Commerce Nation: A Q&A With Rakuten Malaysia CEO Masaya Ueno

Some Web-based e-mail services like Google's Gmail offer tools to add an extra layer of protection.

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