Implications for eretail marketing strategy

The impact of an increasing number of consumers and businesses accepting the Internet and other forms of digital media as a stable channel to market is an increase in customer expectations, which creates competitive pressures and challenges for e-retailers. In part, this has been caused by new market entrants that have established their market position by, say, offering very wide and deep product choice, dynamic demand-driven pricing or instantaneous real-time purchase and delivery.

The growth in spending is amply demonstrated in Table 10.5.

Table 10.5 Growth in online buyers and their spend

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