自1994年以来，网上购物已经慢慢地侵蚀了“传统”的高街零售体验。现在，许多人更愿意在网上购物。但这是为什么呢？为什么时至今日，网上购物“门庭若市，熙来攘往”，而传统商店却无人问津？

 

The first thing sold online was a CD. It sold in 1994 for $12.48. In 1995, Amazon launched its online bookshop, and later that year the online auction¹ site that would become eBay sold its first item. Fast-forward to the modern day and online shopping is huge business. In contrast to the recent UK announcements that many high-profile retail² chains and department stores need to close retail outlets³ to save money, online shopping is thriving. In fact, the UK Office for National Statistics reported that growth in online sales has continued "year-on-year" and stands at just under 20% in April 2018. But why?

 

Maybe it's the convenience. Online shopping allows you to find what you need from the comfort of your own home. Then there's the variety. The discerning shopper is able to select from a wide range of products from all over the world – whereas physical shops suffer from a more limited choice. Better yet, with more sophisticated search parameters⁴ available, consumers are now better able to specify⁵ exactly what they want, and in some cases, even modify products to create bespoke⁶ items.

 

Online companies are getting better at targeted advertising⁷ too. Our browsing⁸ history and prior purchases are run through algorithms, which generate advertisements that more closely link consumers to the products companies believe we would like to buy. And since these products are not physically⁹ on display in a shop, the company saves money on overheads like rent and electricity. This allows them offer their products at a more reasonable price.

 

Then there's the reassurance¹⁰. These days, the majority of online retailers¹¹ offer a safe, convenient returns policy, often at no shipping¹² cost to the buyer – just print out the returns label, affix¹³ it to the packaging the item was sent in and receive a full refund¹⁴. Not only that, but hassle-free complaints procedures and policies mean that if your item is damaged, incorrect or even unwanted, the company can be easily notified and action taken. 

 

Many people still enjoy the experience of buying in a real shop. The dialogue and customer service received from staff and special events that may be taking place in store can be big pulls. However, the "year-on-year" growth in the online retail sector¹⁵, as observed by the UK Office for National Statistics, seems to imply that online retail is here to stay and will continue to be a major avenue to shopping for many customers.

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