Vertical Case Study

Retailing has evolved since time began, and the inception of the Internet as a shopping tool is a change that will increasingly impact the retail industry. E-commerce is well into its second decade and as the once rigid demarcation between the offline and online sales becomes blurred, it is branching out as a core to the way many B2B and B2C companies do business. As a shopping medium, the Internet has grown incredibly over the last decade alone. Average consumers are tuning into the online space to realize the many benefits, including convenience, time saving, discounted prices, and increased business transparency. There are also some perceived risks associated with online retailing such as not being able to see the product prior to purchase, as well as security fears in providing credit card details. However, these risks are currently being acknowledged by retailers and they are working on reassuring customers in all ways possible. It is forecast that in the near future, consumers will feel more comfortable shopping online and as a consequence, regularly mix online and offline purchases.