Gerald L. Lohse and Peter Spiller Electronic Shopping Designing online stores with effective customer interfaces has a critical influence on traffic and sales. T he global electronic market will have a profound impact on commerce in the 21st Century. While current U.S. sales in cyberspace ($1 billion in 1995) are small in comparison to total U.S. retail sales ($1.7 trillion in 1995) , U.S. cybersales projections for the year 2000 range from $7 to $117 billion . More importantly, most experts predict a radical shift in how business will be conducted in the next century. This shift not only has businesses scrambling to meet this new marketing reality, but also raises many important research questions about business strategy, technical infrastructure, government policies, the electronic market demographics as well as how people will use the technology. Issues of technology usage become critical as businesses and retailers attempt to exploit the boom in electronic marketing. There are large differences between a physical store and its electronic counterpart. A help button on the home page of the Web shopping site replaces the sales clerk s friendly advice and service. The familiar layout of the physical store becomes a maze of pull-down
Communications of the ACM – Association for Computing Machinery
Published: Jul 1, 1998
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