Convenience is what the customer is looking for, along with lower prices.
Getting critical mass from e-tailing becomes crucial. Though the number of potential shoppers with Internet access is growing, most of them aren't in the mood to shop when they surf. And there's the huge pool of people who're aware of and interested in the concept of e-tailing but simply don't have access to it. Most Internet users have access from an office, and it's difficult to do personal shopping. So there is a base of users with access, but not at the right place.