While consumers of the Generation Y era can choose from a huge range of products at giant shopping malls, they have ever more choice online. Gen Y-ers, as they are known, have grown up with the Internet, and using technology in all areas of their lives is second nature to them. In just over a decade, internet shopping has seen an explosion in growth. In the U.K., for example, consumers spent just 800 million online in 2000; by 2010 this had grown to almost 60 billion. Amazon, the world's largest online retailer, sells such a wide variety of products they have to be stored in huge warehouses the size of 10 soccer fields.