Most small retailers are used to selling their wares on the Web. The next step: satisfying customers over the cell phone. AMERICANS ARE EXPECTED TO purchase more than $2 billion worth of goods using their smart-phones this year, and Scott Skurnick hopes a bunch of them will need doll outfits. His online business, Uniquedollclothing.com, sells clothes and accessories designed to fit 18-inch dolls (think the American Girl line). He's now adapting his e-commerce site for mobile phone buyers - and by doing so, he's jumping through a window of opportunity that might let small businesses like his get an edge against better-heeled competitors.
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