Internet is the rapidest growing media during the past decade. Especially, online shopping is a rapidly growing e-commerce area. Forrester Research forecasts that online retail trade will be about $217.8 billion by 2007 and account for 8% of total retail. ComScore Networks reported that for the year 2001, domestic online sales totaled more than $53 billion. This figure shows a growth rate of about 20% compared to the year 2000.
According to Arbitron/Edison Media Research (2002), the number of consumers who purchase online is growing sharply. 40% of all Americans have ever purchased goods or services on the Web. Average amount spent online in last one year was about $658 and 56% of Internet users have made a purchase online.
According to annual Internet survey of WHICHonline, 15% of British Internet users visit online shopping sites most frequently and 14% regularly use Internet for online shopping. This survey suggests that book is the most popular item on the Internet and Flights/Holidays is the second popular item. (Figure 1)