we're in the process of developing an internet strategy for an online
e-tailer that will encompass online marketing, search engine
optimization, etc.  i'm looking for samples or templates of internet
strategies adopted by company.  something that basically shows me the
complete elements and part of a good internet strategy document.

thanks.

Before you start:
1) you have to define the competition in the market,
2) try to make SWOT,

When you will have it, I try to help you to build your own strategy.

How? you can see it:
http://en.wikipedia.org/wiki/Business_strategy

And publication "Developing an Effective E-tailing Strategy":
www.ite.poly.edu/people/brao/EMe-Tailing.pdf