The rise of the Internet has substantially altered the once structured relationship between the consumer and the supplier. One of the main factors has been the ability for the ‘middle-man’ to be cut out. The customer once had only one option of going to a physical store and purchasing a product, which the store had more than likely bought in from a supplier and who may have even acquired the product from another source. This chain obviously increased cost, as all members of the link needed to make a profit, with the customer footing the bill.
The Internet has given the customer greater control in which they can freely pick and choose suppliers and also easily access review and price comparison sites; which have replaced the ‘word-of-mouth’ aspect stores previously relied on for attracting new customers.
The Internet has also been a great catalyst for many start-up businesses to rapidly rise up from humble beginnings. The numerous marketing ploys that can be achieved on the web for next to nothing have enabled small businesses to get their products out to a mass market.
The most successful businesses have embraced the Internet and the e-commerce capabilities it offers. With many established stores being as visible online as on the high-street they ensure they cater for both the e-savvy ‘new-breed’ of customers as well as the more traditional client which still prefer the personal touch and physical aspect of shopping.
With more choice and easier access comes a greater price war and therefore the Internet has greatly helped to reduce prices and stopped any cartel-like behaviour from major retailers. It is clearly apparent that the middle-man has suffered the most from the rise of the web, while any good business that changes with the times has capitalised as much as the consumer with the extra revenue and customer base e-commerce makes available.
The Internet has given the customer greater control in which they can freely pick and choose suppliers and also easily access review and price comparison sites; which have replaced the ‘word-of-mouth’ aspect stores previously relied on for attracting new customers.
The Internet has also been a great catalyst for many start-up businesses to rapidly rise up from humble beginnings. The numerous marketing ploys that can be achieved on the web for next to nothing have enabled small businesses to get their products out to a mass market.
The most successful businesses have embraced the Internet and the e-commerce capabilities it offers. With many established stores being as visible online as on the high-street they ensure they cater for both the e-savvy ‘new-breed’ of customers as well as the more traditional client which still prefer the personal touch and physical aspect of shopping.
With more choice and easier access comes a greater price war and therefore the Internet has greatly helped to reduce prices and stopped any cartel-like behaviour from major retailers. It is clearly apparent that the middle-man has suffered the most from the rise of the web, while any good business that changes with the times has capitalised as much as the consumer with the extra revenue and customer base e-commerce makes available.
