Demand for Convenience The number of consumers shopping online continues to rise. With the average schedule getting busier, technically savvy consumers increasingly enjoy the convenience and ease of online shopping. Comparison shopping is also a convenience afforded by the Internet that could allow IKEA to dominate the low-cost, quality furnishing sector. Offering convenient online shopping experiences would fit well with IKEA’s low cost structure because it would allow them to sell items using a distribution network instead of a complete reliance on physical stores and their higher over- head costs. Convenience factors within IKEA’s stores, such as restaurants and daycare, are already well suited to customer needs.