For J.C. Penney, e-commerce is no easy fix

(Reuters) - First the good news for J.C. Penney Co Inc (JCP): online sales rose 26.3 percent during the holiday quarter. But after reaching $1.52 billion in 2011, online sales fell by about a third in 2012, while rising 41 percent at the likes of Kohl's Corp (KSS.N) and Macy's Inc (NYS:M). E-commerce sales at Macy's Inc (NYS:M) and Penney were about equal in 2010. On-line sales started improving last summer after Chief Executive Myron Ullman returned to the company and brought back merchandise that had been discontinued even though it was popular with online shoppers, and began to integrate buying and planning teams for both e-commerce and stores to support what retailers call "omnichannel" shopping.

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