54 Chapter 3 Nonstore Retail Operations E-tailing is an important and growing part of the retail industry because the number of consumers shopping online increases every year. Most homes in the United States have one or more computers or smartphones with Internet access. In addition, the Internet is commonly available in public libraries, Internet cafés, and other public locations that offer Wi-Fi. As a result, e-tailers can reach nearly every potential customer through the Internet. The Internet has exposed consumers to new cultures, ideas, and products. This has created new demand for products that are available in countries all around the world. E-tailing allows consumers to shop in a global marketplace using retail methods like online stores, direct mail and catalogs, home-shopping television, and apps on smartphones, tablets, and other personal electronic devices. For example, a customer may want to buy electronics directly from an overseas manufacturer known for the quality of its electronic products. The customer may be able to shop the manufacturer’s e-tail store online or request a product catalog. Shopping Online It is important for e-tailers to understand why people shop online. Not all online customers actually plan to make a purchase. Just as in brick-and-mortar stores, many online customers make impulse purchases. If they come across a good sale or a unique product while browsing the Internet, it is very easy to buy it on the spot. Knowing this information helps successful e-tailers design functional e-tailing websites that make both browsing and buying easy. Some customers intend to make a purchase online. Just like buying at the mall stores, they are looking for a specifi c item. Another group of consumers uses the Internet primarily to research potential purchases. These consumers use the Internet to search for sales, compare prices, and collect product information. They also look for ideas, track fashion trends, and read product reviews on the Internet. However, consumers can still choose to either purchase online or at a physical store. Advantages of Shopping Online In general, people like to shop. There are many advantages to browsing and buying online, including convenience, easy price comparison, product pricing, and product reviews. Shopping online also offers a wide selection of products and access to retailers all over the world. Convenience Buying online is the most convenient way to shop. Customers can make purchases when their schedules permit because online stores never close. People can purchase from any location, at any time, and avoid crowded stores. Buying online also eliminates the time and expense of travel to a brick-and-mortar store. Retail Retail Ethics Online Merchandise When merchandising online, e-tailers should be aware of all the information the customer needs to know. Details such as fabric content, size charts, and shipping dates should all be easily accessible and visible. Withholding any information will leave the customer uninformed and untrusting of your company. This may be considered an unethical act if the customer has not been properly informed. h di