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Viewing report
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E-Shopping Market Assessment
Key Note Publications Ltd, Jan 2002
More and more people are shopping online via either the Internet or Interactive television services. Major retailers are now learning to utilise the Internet and Interactive television as an essential distribution channel. Many of the UK's largest firms are defining and enacting online strategies that are aimed towards a consumer who is becoming increasingly receptive to the idea of online shopping. Shopping from home no longer means poring over the glossy pages of a catalogue. It can be performed using the television, PC or even via a mobile telephone.
The more well-known companies become active in electronic shopping (e-shopping), the faster the security concerns of consumers are eroded. However, exclusive research for this report reveals that 24% of consumers are concerned with the security of using credit cards via the Internet or television.
Food, travel and clothing companies, and suppliers of brown goods, books and CDs have all made considerable inroads into the e-shopping sector. It is the familiar brands that are starting to shine through. Crucially, however, 43% of women have never been tempted to buy online.
Doing business with a company that the consumer knows from the High Street has numerous advantages for both the retailer and the consumer. For the consumer, familiarity with the brand being offered provides comfort and security in that they trust the company to which they are providing data, and that they expect the company to fulfil its obligations in a professional manner. Fraud concerns are significantly reduced. In addition, 'clicks-and-mortar' companies - i.e. those companies that have both a High Street and an online presence - offer a geographic location on the High Street that people can go to with queries, and where they can see products on offer or as a place to which unwanted goods can be delivered without the hassle of returning parcels.
Amazon remains almost alone amongst the dotcom companies to have really built a brand strong enough to compete with the larger retailers.
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