Sites were also less than helpful when it came to technology. Only one of the surveyed stores specified the minimum browser required for viewing, and only two offered reduced bandwidth or text-only options. If this gap did not exist, online shops would have incorporated more of the tried and true wisdom of traditional retailing into their site designs. We made direct parallels in the Web site. Another aspect of the study measured the average number of clicks it took to get to main information categories on each site, an attempt to determine how well organized the sites were.
Online shopping is a very new medium.
At this point in time, Web shops currently fall way behind established successful business practices of the traditional retail enterprise. The full findings of the study will be presented later today at a press conference.