People have many shopping venue in life, such like shopping at shopping centre, high street, outlet village, markets or department stores. However, there is another form of shopping fast developing from recent years — online shopping. Similar with its name, online shopping is the process make customer purchase through internet (Markham, 1998).
Market wire (2009) organization have research and found that the online shopping now accounts for more than 10% for retail sale overall within UK. And on the Christmas sale pinnacle, UK shop online population is set to achieve at 86%. This indicates a 6% increase from 2008, which indicated fast speed of the online shopping growth and also as well as future increase. The traditional shopping such like high street sale suffers as online shopping sales soar. Online sales will keep increasing, but only by attract customer from the high street (Clarke, 2007).
Linn (2007) put forward that online shopping could not increase ultra rapid and would grow slow in next decade. Because there are many people have not participate in online shopping. and many retailers already found their web site, but the online shopping process also inadequate (for example, the IKEA ltd maintain its official website but most of its furniture did not supply shopping online service). This would make a loss of online shopping sales. Although the online shopping sales increase quickly, it still accounts no more than 15 percent of overall retail sales. So the traditional store based shopping is also the mainstream.
So with the different point in this area, following are review of some factors in online shopping and traditional shopping.
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