E-commerce continues to gain an ever increasing market share. Customers are buying more via the internet and the use of mobile devices for this is increasing even faster. These customers are consulting with friends through social media before making a buying decision and subsequently share their buying experiences. A positive or a negative experience is now quickly and widely publicised and can encourage localised geographic peaks in demand. Consumers expect complete availability and fast home delivery at little or no cost. Click and collect is growing faster than home delivery as it is more convenient for many customers. This can be both a complication and a benefit – the store has to cope with receiving, storing and managing the customer orders, but gains increased footfall and selling opportunities.