ABSTRACT
The Internet has brought about a great change in the buying behaviour of customers. The buying moment has shifted from the shop to the couch at home. In the evenings while relaxed at home people search, compare and buy on the Internet. In the coming years buying on the Internet will increase even more, to approximately 35–40% of the non-daily shopping. What’s more, the Internet has an influence on the knowledge of the customers. Transparency regarding the products on offer gained by just a quick look on the Internet puts a great deal of pressure on shop prices, and therefore on the profitability of shops. Going to the shops has become a choice, not a necessity.
