The information portion of any good or service is becoming a larger part of its total value. Thus, suppliers will find it easier and more profitable to customize products, and consumers will begin to demand this sort of tailoring. Office-product supplier Staples uses personalization to reduce the costs large companies incur when ordering office supplies electronically. Staples creates customized supply catalogs that contain only those items and prices negotiated in contracts, and retains lists of previously ordered items. In turn, Staples learns a great deal about its customers' preferences and uses that information to make customized special offers.
Every product is available everywhere.
The gap between desire and purchase has closed. The shelf space of the World Wide Web is unlike any other in that it has no bounds. Artificial constraints on choice are replaced by the ability to purchase the precise product you desire. The impulse to buy and the purchase itself used to be separated by a combination of physical and mental barriers. When you heard a song on the radio, you had to both remember the song or the artist and actually go to a store to purchase.