Another shortcoming I envisage is how team hope to solve the problem of Ether if the coin price drops in market, does it mean a seller would sell short of value, since the exchange value of Ethereum swings up and down?
i think the problem does not exists.
they have fixed a price for each token in $.
when ico will be closed they will have collected what they needed.
Then, they will exchange some funds to FIAT for sure, to prevent any possibility of lost value...but no all to get the possibility of futures pump!
I was not referring to the ICO rather the actual use of the block which is the e-commerce store business; sellers accepting ETH in exchange of products. When ETH coins drop in value, how can this help sellers realize profit, because the actual cost price of their product might drop in value due to the drop in ETH at that period affecting their profit margin which could lead to a loss, also might recurrently result in shortage of funds to restock their merchandise.
i understamd you.
the easyest way is, as always, aplly your preferred chema:
1) i don't want to risk nothing --> you sell as soon as possible (some dozens of seconds after you receive coins) versus $/EUR or versus BTC, then $ or EUR.
2) i don't want to risk everything but i want the possibility to have some income if the coin raise: i sell some coins for FIAT and take the others..
3) i'm a gambler... i'm sure BTC and ETH will sky rocket soon --> you take all the coins received!
One of the strategies is to show the price in $ or , therefore every day the ETH price will be adjusted according to its value in the exchanges, until a buyer has purchased the item and his/her money has been moved into escrow.