[dragonwriter]

> People are talking about putting a mail order catalog store online. Presumably, sears already had the catalog, shipping infrastructure - so it really should have been about digital payments, and an online storefront. [...]

> How significant their shipping catalog was in the 1990s I do not know

Sears discontinued its general mail order catalog (which had declined in relevance for years) in 1993, the same year NCSA Mosaic was released, while the web had about 0 public penetration and no commercial use.

So, it wouldn't have been a matter of adapting the catalog business to the web, it would have been rebuilding it from scratch.