To date the technology has been harnessed to serve the way men shop. The existing large portals and e-tailers were built by men for men. The same e-tailers are now devoting titanic sums to marketing and branding in the hope of ultimately owning their marketplace so that they can raise prices to profitable levels.
Online retailing is a discount channel.
These assumptions are still driving the development of the big e-tail sites. The technology is harnessed to make it faster and more convenient to complete a task. Women do not see shopping as a task. They want a pastime. It is only a task when the product and experience become redundant from one store to the next.