iscussed a report from Jupiter Communications LLC which “claims that most of the growth will come at the expense of traditional retailing” (Aug 13, 1999, p. 11). The report goes on to state that a large part of Internet sales is not growth, but a shift in dollars from traditional retail channels. In order to regain lost sales, many brick-and-mortar outlets have ventured into the World Wide Web. A new study has discovered that sixty-two percent of all online sales come from retailers who have made that transition (Hogsett, July 26, 1999).The impact of the surge of online shopping can only be presumed at this point. It has been argued that e-commerce will change the face of retailing permanently, making traditional retailing obsolete. On the other hand, it can be said that e-commerce will act a supplement, but not a replacement for brick-and-mortar operations.It is my opinion that traditional retailing will not become extinct due to the expansion of the Internet’s capabilities. The sense of taste and touch will always create a need for consumers to be able to purchase specialized items in person, rather than through a computer screen. The act of shopping also satisfies a social need. Jay Scansaroli and Vicky Eng stated that shopping is “about being in a community, browsing, discussing items with others, stumbling across the unknown” (Jan 1997, p. 4A).Instead of competing for customers with traditional retailers, I expect that online shopping will cater to a distinct segment of the market; those who value time, convenience, and comfort. With the increase in two-income families and single parent households, the ability for customers to shop at their leisure is a great advantage. Those who are “willing to shell out a few extra bucks for a saved minute or two” will benefit most from this trend (Neuborne, July 26, 1999). Just like the introduction of the catalog did not destroy traditional re...
