56 Chapter 3 Nonstore Retail Operations are often very reasonable. However, one drawback to purchasing from an e-tailer in another country is potentially high shipping costs. Disadvantages of Shopping Online While there are many advantages to shopping online, there are some disadvantages as well, as shown in Figure 3-2. Some people will not shop online due to security and privacy concerns. Other signifi cant drawbacks include delayed satisfaction, inability to see and touch products, and the work involved to return a product. Security and Privacy Concerns Some people fear that online shopping may lead to identity theft. Identity theft involves stealing someone’s personal information, such as Social Security or credit card number, to get money or make purchases. Some customers fear that credit card information may be stolen when making online purchases. However, security protection is built into most online shopping sites. The reality is that credit card information is just as likely to be stolen by passing the card to a store salesperson. Customers may also worry about losing their privacy. E-mail addresses and other customer information can be sold to other fi rms for marketing purposes. Delayed Satisfaction In general, online shopping does not allow instant access to a purchase. Some exceptions to this include software and music downloads. For typical purchases, customers must buy fi rst and wait for the product to arrive. Overnight shipping is costly. So, customers may wait days or weeks before the items arrive. If the product is needed right away, the wait time can be a problem. Buying something the day you need it is rarely possible when shopping online. FYI FYI Cybercrime is any illegal activity that takes place using a computer or computer network. Shopping OnlinenlineO Advantages Disadvantages Convenient Security and privacy concerns Easy price comparison Delayed satisfaction Potentially lower pricing Cannot see and touch products Product reviews Hassle of product returnss Vast product selection Lack of social interaction Access to global shoppingg Goodheart-Willcox Publisher Figure 3-2 Knowing what consumers think the advantages and disadvantages of shopping online are helps retailers design e-tailing websites with functionality and appeal. S hopping Advantage s Disadvantages C onvenien t Security and privacy concerns Ea sy p rice comparison Delayed satisfaction Potentially l ower pricing C annot see and touch products Product review s Hassle of pr oduct return V ast product selection Lack of social interaction Access A to g lobal shoppin