A comparison of consumer experiences with online and offline shopping

The number of consumers buying online, as well as the dollar amount being spent by online buyers has been on the rise in recent years. In 1999, e-tailing sales in North America were estimated at $20 billion; for the first five months of 2000, sales are already $14.9 billion (www.forrester.com). Nevertheless, e-commerce sales currently account for around 1% of retail sales, and experts and scholars have argued over the possible upper limit to online consumer spending. Ultimately, the degree to which online and offline shopping fulfill various consumer needs will impact the amount of shopping dollars that consumers will choose to spend in each environment.

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