Fast. Cheap. Easy. Convenient. These are words that most probably come to mind when one speaks of an online shopping experience. With time seeming to be limited nowadays, online shopping provides an outlet for youths and adults alike to purchase things at their fingertips. Delving deeper into the topic, we wonder what consequences online shopping entail. As of now, everyone is way too mesmerized by the speed and ease of purchasing that no one is really questioning how the act of online shopping is slowly shaping our culture to be one that gets increasingly impatient.
Mouse Rage
An obvious result of online shopping may be an outward physical action but it can adversely affect our internal selves. For instance, mouse rage is rather common among Internet users who are using the Internet for online shopping because users have high expectations for its swiftness and convenience. A very quick response from the site is needed when browsing, as users much prefer uninterrupted browsing. Online stores that often hang would thus deter shoppers from patronizing. When an online store stops functioning at its optimum speed, mouse rage will occur which inevitably leads to stress that will in turn adversely affect one’s immune and cardio functioning (Marsh & Khor). Although the reality may not be as dire but online shopping has indeed shortened the patience we have in carrying out tasks. We are definitely more hot-tempered than the people of the non-IT generation.
Elimination of Physical Space
Online shopping eliminates physical space. As we all know, shopping online provides a greater diversity of goods as shoppers are exposed to global fashions and cultural products. A Singaporean citizen would be able to, say, purchase a leather-bound book from the Internet from an African seller. In short, online shopping makes us more interconnected such that face-to-face transactions have become a thing of the past. Physical space is no longer an issue because everything is done online and products are shipped to your doorstep. Hence, the Internet marks the “end of real spaces” (Soja, 2000). This is especially true in the case of online shopping because we no longer walk into stores to purchase our merchandises but instead, we sit in front of the computer, clicking and adding items into our “shopping cart”. There is an erosion of the physical space and the emerging of what one can term as the “psychological space”. When one logs onto the Internet, one feels as if he or she has entered another “world” whereby it is an “extension of their mind and personality” (Suler, 1999), as opposed to when one steps into a real shop and is able to feel and touch the good. The psychological space is one that is closer to hyper-reality than reality.
Improvement in Service
As mentioned in the previous point, the popularity of online shopping may lead to the disappearance of actual physical spaces since one is able to buy everything online. In other to draw customers back to their shops, we may see a rise in shop retailers trying to improve on their service to enhance their customer’s shopping experience.
Some luxury brands do not have the service of allowing customers to purchase the goods online. These luxury brands carry products that are highly coveted and exclusive. If they expand online, they would be able to reach out globally and earn more from their global clientele. However, they do not do so as they pride themselves in providing the ultimate luxurious shopping experience where one is unable to experience online.
Take for example the newly opened Louis Vuitton Island Maison at Marina Bay Sands. There are 3 ways in which a customer can enter the store: by a boat, disembarking at the jetty, by an ascending “travelator” or by an underwater tunnel (Enrique, 2011). How luxurious is that? Customers will not be able to enjoy such a luxurious and indulgent experience if they did online shopping.
The online shopping scene is usually dominated by small-time entrepreneurs. Luxury brands do have their own websites but potential customers are only able to browse through their catalogues online. This is a tactic used by luxury brands. Customers look at these catalogues and get interested in the products but are unable to get them online. This only serves to make them want it even more. Also, luxury brands tend to be highly protective of their image and they hate it if their brand could be easily compared with bargains online (internet marketing solution).
Similarly, those who own physical stores may have to try and mimic such services in order to survive in this increasingly digital age. If they cannot match the price and convenience of online shops, the other way out is to provide customers with an experience that online shops are unable to give.
