55 Section 3.1 Electronic Retailing Price Comparison The Internet makes comparing the prices of items easy because there is no need to visit multiple brick-and-mortar stores. Customers can also compare prices among online and physical stores. They can even use shopping bots, short for shopping robots, to compare prices. Shopping bots are online search tools that compare prices for an item on different websites. The National Retail Federation’s STORES magazine reports that easy price comparison is the top reason people buy online. Pricing Online stores without physical locations may have reduced overhead costs. As a result, online stores often sell products for less than brick-and-mortar stores. Online auction sites, like e-Bay, allow customers to bid on products, which can result in even lower purchase prices. Product Reviews The availability of personal reviews by product owners or users is unique to Internet shopping. Summaries of personal experience, ratings, and quality evaluations can help a customer decide to make a purchase or discourage it, depending on the review comments made. Product reviews may be found on the e-tailer’s website or on other sites related to the product or e-tailer. Selection E-tail stores provide access to nearly every product contained in brick-and-mortar stores, and more. Online customers can also fi nd many unique items and better selection. Even the largest brick-and-mortar retailers lack the space to have every product available in every store. Many crafters have their own websites to sell unique products. Or, they may join online group sites, such as Etsy, to sell their one-of-a- kind items found nowhere else. Global Shopping Brick-and-mortar retailers can only reach consumers who can physically visit the store. However, online customers can browse and buy from unlimited e-tailers around the world, day or night. When the US dollar is strong against foreign currency, prices in foreign countries Most product reviews include a rating in graphic form. From the graphic rating, the consumer immediately knows if the product review is mostly positive or negative. VI.P/Shutterstock.com