Innovations Enhance the Online Shopping Experience
Online shopping isn't a new phenomenon, but high speed Internet
access combined with increased consumer confidence in online
shopping has translated into significant increases in online
spending. When the high cost of gasoline for trips to
brick-and-mortar stores is factored in, it's no wonder that
consumers are doing more shopping online and are buying a
greater variety of goods and services over the Internet.
To meet consumer demand, there are more online shopping venues
than ever before. The increased competition among e-tailers
bodes well for consumers, who can more easily comparison shop
and find what they need at bargain prices. Demand from consumers
also serves to level the playing field, as small e-tailers can
compete with the behemoths in terms of both product offerings
and services. Indeed, innovations in online shopping both serve
the consumer and position the smaller business for success.
For example, until recently the online giants had a monopoly on
one-stop shopping. It took years for the leader in the field to
carry more than just books, and amass agreements with
brick-and-mortar stores to carry everything from video games and
DVD players to watches and clothing. Today, however, small
e-tailers use the power of wholesale buying and collective
buying to offer consumers virtually everything they might need,
such as home video systems, computers, colognes, clothing,
watches, the Xbox and other gaming systems, video games, and DVD
players.
Smaller e-tailers use other innovative techniques to lure
consumers away from the online giants. Because they have smaller
operations, their quality customer service gives them an edge
over companies that generate auto-responses to customer
inquiries. Likewise, smaller companies can be more nimble in
their marketing efforts and in modifying their websites to fit
the needs of their customers.
As online shopping inevitably continues to grow, smaller
companies will take a larger slice of the consumer pie. Whether
working collectively or alone, they have proven that their
innovative approaches, low overhead, and excellent customer
service position them to compete with the leaders of the pack.
As for consumers, there is no doubt that they will continue to
benefit from increased competition. They can forget fueling up
the SUV and heading out to the mall; instead, they can stay at
home and let their fingers do the clicking.