The focus of this paper is on electronic retailing, or online shopping, and upon those households who are enabled to do this because they have a home computer which is connected to the Internet, and who make transactions online. Shopping online does not imply that the retailer is local, on the contrary in these early days of online retailing US companies stand out globally, a defining example being Amazon.com. However, the paper assumes that as a local ‘critical mass’ of online frequent purchasers is reached, local online retailers will respond with more well-designed websites, with customer-friendly search and online transactions procedures, and with efficient delivery and after-
sales services.
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