Even though most of us wince when we fill-up our gas tanks these days, there are those who are benefiting from escalating fuel costs. No, I’m not talking about the oil producers, but rather on-line marketers. It’s definitely a glass “half-full” scenario for those engaged in e-commerce.

According to Neilsen, 11% of Americans surveyed last month said they were shopping more on the Web because of gas prices.

“E-commerce is a bright spot,” said Jeffrey Grau, senior analyst at eMarketer. “While retail store growth is in the middle-low single digits, e-commerce is still growing at least in the mid to high teens.”

“With gas being such an issue, we know that mall traffic is down more than off-mall traffic,” said Mike Boylson, CMO of J.C. Penney, in a July 2008 New York Times article. Mr. Boylson said J.C. Penney had an 8.7% increase in Internet sales in Q1 2008, compared with a 7.4% decrease in sales at stores open at least one year. The Times also reported that Gap had an 11% decline in same-store sales in Q1 2008, but a 21% increase in online sales.

I’m sure your can think of other companies that move product through both “brick and mortar” and the Web. Is your company one of those? Could it become one? Perhaps it’s time to think about strengthening your position with on-line shoppers.