Buying Online: Join the revolution: Sell on the Web

There is a general fear about giving out credit card details over the Internet in case they are used illegally

Fast, convenient and cheap; the major obstacle deterring consumers from buying through the internet is suspicion. "People are still stuck in the fear of giving away their credit card details," says Daniel Bieler, Internet consultant at analysts Ovum.

Banks, bookshops, holiday companies, software firms, stamp companies, record shops, and even supermarkets are are using the Internet with relish. If you can think of it, you can buy it online. Sales of products on the Internet topped pounds 8.8m in the UK last year, but are expected to have grown to pounds 130m by 2002, according to research company Datamonitor.

Dell Computers, a PC company that founded its reputation on sales of computers by phone, has been selling its computers via the Internet in the US for over two years, and started this in Europe in May last year. Worldwide it sells pounds 3.5m worth of computers a day and over pounds 600,000 a day in Europe. The company sells 12 per cent of its machines via the internet, but hopes to make this 50 per cent by 2000.

"We believe this is the way of the future for commerce generally," says Paul Roff, the company's European Internet development manager. He believes Web shopping has made things easier for both customer and for the company. "It can save time. It used to take us on average three calls to close a sale but that closure rate has dropped to just half a call per order. Sometimes we still need to call back to check a detail on financing, or whatever.

"Things are certainly a lot easier for customers. They used to have to ask specific questions to get the right information, but now all the information is available there in front of them [on the Website]." says Mr Roff.

For the moment most retailing is fairly straightforward. Surfers are using the internet to buy train tickets, computer software, CDs, books - generally products they know and trust. Before long more variable products, like fresh produce, will be sold on the Internet. This may require adding better quality pictures and interactive images to the Web shopping experience.

That revolution could be coming not via the computer, but via digital television. All the digital television providers are eyeing our online wallets. Even in the early days there will be interactive advertisements. Using the remote control, you will be able to request further information from advertisers via the modem attached to the digital television. Within a year or more, there will be fully integrated television receivers that incorporate a Web browser and a television advertisement will automatically connect you to a Website where more information will be available.

The rise in online shopping has not been without hitches. Companies like Dixons, Argos and Barclays have tried but failed to make an impression.

"Lots of companies have real trouble branding themselves successfully on the internet," says Mr. Bieler. But while some of their efforts have even been damaging to the brand, now is the time for companies to experiment online, he says. With few shoppers, companies can learn from their mistakes and prepare for the future.

News
Ian Thorpe had Rio 2016 in his sights
people
Sport
Thiago Silva pulls Arjen Robben back to concede a penalty
world cup 2014Brazil 0 Netherlands 3: More misery for hosts as Dutch take third place
News
Tommy Ramone performing at The Old Waldorf Nightclub in 1978 in San Francisco, California.
peopleDrummer Tommy was last surviving member of seminal band
Life and Style
Swimsuit, £245, by Agent Provocateur
fashion

Diving in at the deep end is no excuse for shirking the style stakes

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Life and Style
ebookA wonderful selection of salads, starters and mains featuring venison, grouse and other game
Life and Style
Several male celebrities have confessed to being on a diet, including, from left to right, Hugh Grant, Benedict Cumberbatch and Ryan Reynolds
life...and the weight loss industry is rubbing its hands in glee
Voices
Spectators photograph the Tour de France riders as they make their way through the Yorkshire countryside
voicesHoward Jacobson: Line the streets for a cycling race? You might just as well watch a swarm of wasps
Life and Style
lifeHere's one answer to an inquisitive Reddit user's question
Arts and Entertainment
'Eminem's recovery from substance abuse has made him a more potent performer, with physical charisma and energy he never had before'
arts + entsReview: Wembley Stadium ***
Sport
Joe Root and James Anderson celebrate their record-beaking partnership
cricketEngland's last-wicket stand against India rewrites the history books
News
peopleDave Legeno, the actor who played werewolf Fenrir Greyback in the Harry Potter films, has died
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Information Security Manager (ISO 27001, Accreditation, ITIL)

    £70000 per annum: Harrington Starr: Information Security Manager (ISO 27001, A...

    C# Developer (HTML5, JavaScript, ASP.NET, Mathematics, Entity)

    £30000 - £45000 per annum + Benefits + Bonus: Harrington Starr: C# Developer (...

    C# Integration Developer (.NET, Tibco EMS, SQL 2008/2012, XML)

    £60000 - £80000 per annum + Benefits + Bonus: Harrington Starr: C# Integration...

    Biztalk - outstanding opportunity

    £75000 - £85000 per annum + ex bens: Deerfoot IT Resources Limited: Biztalk Te...

    Day In a Page

    A History of the First World War in 100 Moments: Peace without magnanimity - the summit in a railway siding that ended the fighting

    A History of the First World War in 100 Moments

    Peace without magnanimity - the summit in a railway siding that ended the fighting
    Scottish independence: How the Commonwealth Games could swing the vote

    Scottish independence: How the Commonwealth Games could swing the vote

    In the final part of our series, Chris Green arrives in Glasgow - a host city struggling to keep the politics out of its celebration of sport
    Out in the cold: A writer spends a night on the streets and hears the stories of the homeless

    A writer spends a night on the streets

    Rough sleepers - the homeless, the destitute and the drunk - exist in every city. Will Nicoll meets those whose luck has run out
    Striking new stations, high-speed links and (whisper it) better services - the UK's railways are entering a new golden age

    UK's railways are entering a new golden age

    New stations are opening across the country and our railways appear to be entering an era not seen in Britain since the early 1950s
    Conchita Wurst becomes a 'bride' on the Paris catwalk - and proves there is life after Eurovision

    Conchita becomes a 'bride' on Paris catwalk

    Alexander Fury salutes the Eurovision Song Contest winner's latest triumph
    Pétanque World Championship in Marseilles hit by

    Pétanque 'world cup' hit by death threats

    This year's most acrimonious sporting event took place in France, not Brazil. How did pétanque get so passionate?
    Whelks are healthy, versatile and sustainable - so why did we stop eating them in the UK?

    Why did we stop eating whelks?

    Whelks were the Victorian equivalent of the donor kebab and our stocks are abundant. So why do we now export them all to the Far East?
    10 best women's sunglasses

    In the shade: 10 best women's sunglasses

    From luxury bespoke eyewear to fun festival sunnies, we round up the shades to be seen in this summer
    Germany vs Argentina World Cup 2014: Lionel Messi? Javier Mascherano is key for Argentina...

    World Cup final: Messi? Mascherano is key for Argentina...

    No 10 is always centre of attention but Barça team-mate is just as crucial to finalists’ hopes
    Siobhan-Marie O’Connor: Swimmer knows she needs Glasgow joy on road to Rio

    Siobhan-Marie O’Connor: Swimmer needs Glasgow joy on road to Rio

    18-year-old says this month’s Commonwealth Games are a key staging post in her career before time slips away
    The true Gaza back-story that the Israelis aren’t telling this week

    The true Gaza back-story that the Israelis aren’t telling this week

    A future Palestine state will have no borders and be an enclave within Israel, surrounded on all sides by Israeli-held territory, says Robert Fisk
    A History of the First World War in 100 Moments: The German people demand an end to the fighting

    A History of the First World War in 100 Moments

    The German people demand an end to the fighting
    New play by Oscar Wilde's grandson reveals what the Irish wit said at his trials

    New play reveals what Oscar Wilde said at trials

    For a century, what Wilde actually said at his trials was a mystery. But the recent discovery of shorthand notes changed that. Now his grandson Merlin Holland has turned them into a play
    Can scientists save the world's sea life from

    Can scientists save our sea life?

    By the end of the century, the only living things left in our oceans could be plankton and jellyfish. Alex Renton meets the scientists who are trying to turn the tide
    Richard III, Trafalgar Studios, review: Martin Freeman gives highly intelligent performance

    Richard III review

    Martin Freeman’s psychotic monarch is big on mockery but wanting in malice