Improving technology has been driving the adoption of online purchasing for more than a decade, although 10 years ago you could shop on a phone, it was weird, untrusted and not optimised. Now, with better hardware in your hand, broadband, wifi and unlimited data, more savvy web designers, plus all the ‘sticky’ tricks in social media, SEO and cookies, customers have a much better experience.
The products that consumers are brave enough to buy online have vastly increased over the last decade; that need to touch, feel, try is slowly disappearing, to the point that it will go altogether before long as logistics change – we have removed the reluctance barrier. 10 years ago we might have tentatively bought a book, CD or ticket – now we are happy ordering a pallet of paving slabs, a woollen jumper and a pair of live lobsters.
We are all smarter at knowing how to spot fake and geniune reviews and unlike in some bricks and mortar stores, because of distance selling regulations, you are fully entitled to a refund on unwanted goods.