It's always there. The prices are easy to compare. A couple of years ago, everyone thought happy Web shoppers like Selmon would abound by 1996. In fact, shopping is the least popular activity on the Web, according to a recent survey conducted by the Georgia Institute of Technology. Transitions to new modes of interaction take time.
Recent signs suggest that time is approaching.
These developments have created a resurgence of enthusiasm for online shopping. Thanks to front-page coverage of security breaches, the popular perception remains that transacting business over the Net is as foolish as telling superhacker Kevin Mitnick your mother's maiden name. But many experts agree that the underlying technology for safe transactions on the Web exists today, with commerce servers from companies such as Netscape Communications Corp. and Open Market Inc. offering secure channels and strong encryption. V isa International and MasterCard International Inc. took a big step toward dispelling consumer fear in February when they publicized a proposal to limit customers' liability for bogus online charges. The two companies also set aside their differences long enough to support a single technical standard for safeguarding card payments made over public networks.