Borders tried early on - IIRC they had a partnership with IBM in... 1998 - again IIRC it was early 99 that their first public site went up. My recollection was that you had to register an account before you could search, which many in my office laughed out loud about. They (Borders) were a company down the street from us (a web company) and Borders had gone with IBM instead of us, so there was some bad blood there (but it had started before I got there I think).

Knew a couple other folks at Borders, and visited them at work a couple of times. Borders was just clueless at tech, and BN was starting to take a lead in tech, which helped them with sales a lot more.