Anyone who's bothered to get an overview of the Industrial Revolution knows fully well that trust, and other human factors in the interaction between vendor and customer, play the better part of fulfillment. Because a box stood in between the product and the notional consumer, there was a barrier to trust. From what I can see, e-commerce is facing a similar barrier. The human factors are of the highest importance when we do Real World shopping, and I think most consumers subconsciously expect the same to hold true online. That site will have a customer service staff that can actually talk with you.
Customer service is another issue.
If I make an order and it gets bollixed, then my mode of communication is email. And for my money, I'd rather talk to someone on the phone. For the record, I think it's poppycock that people are afraid of a Microsoft breakup. Engineers and Webheads who are building e-commerce have heard that gospel, and believe it. On a Hill that Jakob Nielsen preaches, it will continue to get better.