Online shopping is the process consumers go through to purchase products or services over the Internet. An online shop, eshop, e-store, internet shop, webshop, webstore, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or in a shopping mall.

Benefits of online shopping

1. Bargaining power of consumers. They enjoy a wider choice
2. Supplier power. It is more difficult for consumers to manage a non-digital channel.
3. Internet increases commoditisation
4. Threat of new entrants. Online means it is easier to introduce new services with lower over-heads
5. Threat of substitutes
6. Rivalry among competitors. It is easier to introduce products and services to different market