New technologies, and in particular the Internet, are undoubtedly having a major impact on the way goods and services are bought and sold. In many countries, buying products online has become a mainstream activity. Now in the UK, for example, roughly 12 percent of all retail trade is conducted online. While some maintain that the actual impact of the Internet on shopping is negligible, I would argue that it is in fact quite significant for two main reasons.
The first main reason is that the development of online shopping has meant that the market for goods available to the individual has grown exponentially. It is possible to buy virtually anything from what has effectively become a world-wide retail market: exotic foods, art works, rare books, adventure holidays; the list is endless. Products that were once only available to those who lived in large cosmopolitan cities with a wide variety of shops can now be bought by those living in small towns with few local amenities.
Another significant reason is that the buyer can have more control over the process. Price comparison websites make it easier to find bargains. Shopping can be done at any time of the day or night. and shoppers can browse for as long as they like without pressure from sales assistants. This means that shoppers can potentially become more astute and knowledgeable about the products. they are buying. Because of the greater competition involved in trading within a large market, sellers may have to improve the quality of their products.
In short, experience suggests that online shopping has shifted the balance of power in favour of the consumer. Consumers not only have wider access to goods but also have greater access to information and more control over how they shop
New technologies, and  
in particular
 the Internet, are  
undoubtedly
 having a major impact on the way  
goods
 and services are  
bought
 and sold. In  
many
 countries, buying products  
online
 has become a mainstream activity.  
Now
 in the UK,  
for example
, roughly 12 percent of all retail trade  
is conducted
  online
. While  
some
 maintain that the actual impact of the Internet on  
shopping
 is negligible, I would argue that it is in fact quite significant for two main reasons.
The  
first
 main reason is that the development of  
online
  shopping
 has meant that the market for  
goods
 available to the individual has grown  
exponentially
. It is possible to  
buy
  virtually
 anything from what has  
effectively
 become a world-wide retail market: exotic foods, art works, rare books, adventure holidays; the list is endless. Products that were once  
only
 available to those who  
lived
 in large cosmopolitan cities with a wide variety of shops can  
now
 be  
bought
 by those living in  
small
 towns with few local amenities.
Another significant reason is that the buyer can have more control over the process. Price comparison websites  
make
 it easier to find bargains.  
Shopping
 can  
be done
 at any time of the day or night.  
and
 shoppers can browse for as long as they like without pressure from sales assistants. This means that shoppers can  
potentially
 become more astute and knowledgeable about the products.  
they
 are buying.  
Because
 of the greater competition involved in trading within a large market, sellers may  
have to
  improve
 the quality of their products.
In short, experience suggests that  
online
  shopping
 has shifted the balance of power in  
favour
 of the consumer. Consumers not  
only
 have wider access to  
goods
  but
  also
 have greater access to information and more control over how they  
shop