Even much-admired Amazon, the US book megastore on the Web, is struggling to make a profit. And most of the sites making these sales are operating with thin margins and high investment costs. This is hardly a goldmine. Already the disapproving voices are heard. The whole idea of shopping on Internet is claimed to be misconceived.
Most shoppers are women who like to look, feel and test before they buy.
Many shoppers like the social experience of wandering through shops, malls or high-streets. There is even evidence that the supermarket is one of the best places for singles to meet. But despite disappointing early experiences, the forecasts of the Internet gurus, the so-called digerati, are still compelling. The major retailers are investing heavily today because they know that sooner or later someone will get it right and the Internet sales boom will start. Web TV could be the thing that triggers a significant increase in electronic buying.