Consumer behavior is likely to change . More buyers use the Internet to learn about products and discover what the best price is, even if they actually make their purchase at a bricks and mortar outlet. This is already seen in auto buying. Discriminating customers can produce prices and articles from online sources to haggle with dealers. And in some cases, they drive cars at a dealership to get a feel for the vehicle but then go home and buy the same car on the Internet for less money.
Internet is a cheap distribution channel .
More manufacturers are launching sites that offer their products directly to customers signaling that retail outlets could be bypassed altogether. Also, they can customize their products online. Mattel already has a site that lets customers choose their doll s skin tone, hair color, and name. Ultimately, online shopping may level the playing field between companies of all sizes .