Why Are Shoppers Buying Online?

"If you’ve recently noticed how you’re going to the mall less and less and logging on to your computer more and more to purchase gifts online, buy the latest must have bag or the Harry Potter book, then don’t fret. You are not a computer addict-- you simply are among the continuously increasing number of people who prefer online shopping than actually going to the mall.

According to a 2005 Nielsen study for example, while store purchases decreased by 10% in 2005 (as opposed to 2002’s figures), online buying increased by 11%. If this rate continues, experts predict that stores would be totally replaced by online stores by 2012 or 2013.

But what exactly makes shopping online so appealing? What makes the thought of clicking away in front of a computer more attractive than actually going to the store?

First reason is that online shopping is infinitely more convenient than traditional shopping. It does away with everything shoppers normally have to contend with when they go to the store: the downtown traffic, the incredibly long lines, the big crowds and the less-than-friendly salespeople. With online shopping, the greatest difficulty you’ll have to face is deciding on which one is better, the red pumps or the black stilettos.

One of the greatest benefits of electronic shopping is that it allows shoppers to shop at their own pace and leisure. Unlike boutiques and department stores, online stores are open 24 hours a day, 7 days a week. Having a hard time sleeping? Then why not pass the time by going online and starting Christmas shopping really early?

Because online shopping is done at your leisure and in the privacy of your own home, you get the chance to thoroughly examine and study the product you’re going to buy. You can read expert opinions or go to forum boards to ask others about their experiences with the product before you actually make your purchase. Then, once you’ve decided to buy the product, owning the X-box or perfume of your desire is simply a few clicks away.

Recent advances in security and technology has also made shopping online a considerably more attractive and safe option. When electronic shopping was first introduced, the biggest hindrance that prevented people from accepting the technology with open arms was their fear that unscrupulous individuals would be able to intercept the information they send over the Internet. The introduction of Transport Layer Security and other technologies that allow for the secure transfer of data (e.g. address, credit card number, etc.) over the Web however has made people more willing and confident to try to online shopping.

The Internet has opened up a world of possibilities in education, communication and the arts. The same is true with shopping. Now, a fashionista in London need not fly to the other side of the Atlantic to enjoy the latest from New York’s edgy designers, she can just go to the different online stores that carry her favorite brands. Through the powers of computers and the Internet, you are no longer limited to the products available in the stores near you; you get to choose from more products, find the most inexpensive gift ideas and search for the best bargains.

So why do more people are opting to shop online? Because it is fast, convenient and safe. With online shopping, the world really is your store.