If people had fast, immediate access with video and audio online, and the sites didn't carry slow advertising, most people would find online shopping an easy and pleasant experience. He is critical, too, of e-tailers who have failed to appreciate the nature of the market space they inhabit. Industry watchers have said that buying clothing online is bound to be an unsatisfying experience. He disagrees, pointing out that mail-order companies make a good living from selling clothes. The problem lies with e-tailers who are not geared up to deal with returns properly.
Returns are a big issue.
Mail order works well because its returns policy is simple and unambiguous.