1 Internet consumers report that they shop on the Web because of convenience, ease of research and good prices. Where most Internet shoppers bought computer software and hardware a year ago, today's shoppers buy more mainstream items. Apparel climbed to the top spot, and books, to third place this year. Also popular were food, flowers, music and toys. 3 Internet retailers pursue a variety of strategies to attract customers.
Most Internet stores try to make online shopping as familiar and as easy as possible.
Physical products arranged on store shelves are replaced with electronic catalogs that include photographs, detailed product descriptions, pricing and size information. Third-party reviews may be available to assist the buyer in choosing between different brands or models. First-time customers enter basic name and address information, along with a credit card, hit the enter key on the computer, and the transaction is completed. Recognizing that customers may want to speak with a company representative directly in some instances, many Internet retail sites offer toll-free customer service numbers. Just as traditional bookstores feature tables of bestsellers and gift books, and organize racks of books by subject area, Internet bookstores also provide guides through their vast virtual selection.