subject: Internet Shopping How It Changed The World [print this page] Of all the technological innovations to arrive over the last quarter of a century or so, few have been more transformative than the world wide web. Not only has it completely changed the way in which we communicate with one another, but it's also totally revolutionised the world of commerce. Instead of having to choose from a relatively limited selection of local, regional or national retailers, consumers can now buy a whole host of products from suppliers all over the world. Likewise, businesses have been liberated by the global reach of the internet. It might sound like hyperbole, but online commerce really has made an indelible mark on the world of commerce.
Surveys suggest that online shopping is immensely popular among internet users. Indeed, some 85 per cent of web users in the United States are thought to have shopped online. The convenience and ease of internet shopping has, however, posed a real challenge to traditional retailers. Bricks-and-mortar retail outlets have struggled as internet shopping has come into the ascendancy. Whatever they want to buy, shoppers now find they don't even have to leave the comfort of their front room in order to find it. No matter what efforts high street retailers go to, they're likely to struggle.
By searching online, shoppers can now browse for the best deal by looking at what retailers all over the globe have to offer. Online shopping is particularly popular, it would seem, over the festive period. This is perhaps no surprise as it allows consumers to avoid the Christmas rush not something that anyone would willingly get caught up in. While it's advisable to do your online shopping with at least a few weeks to go until the big day itself, it is nevertheless a much more convenient option than bricks-and-mortar retail can offer. The problem for physical retailers is, of course, that Christmas is by far their busiest period and one they depend upon.
The sheer variety of products available online also makes internet shopping very difficult to compete with. Buying Christmas presents is one thing, but shoppers can now carry out their entire weekly shop over the internet, thereby saving them the rigmarole of having to do that particular chore in person. They can arrange for their groceries to be delivered at a time that's best for them. However, bricks-and-mortar supermarket chains have been very quick to establish a significant retail presence, and they may perhaps serve as a model for other retailers seeking to avoid being rendered obsolete.
