P/EI/93. Dissertation. Online shopping: trends, forecasts, problems, benefits

The dissertation investigates the impacts of the Internet as a marketing channel reviewing the problems of offline retailing, analysing the trends in consumer behaviour towards offline and online retail markets, and making forecasts about their future development. Literature is reviewed on the current e-commerce industry, e-tailing, multiple channels, multi channel integration, etc. The merging of online and offline markets is illustrated using the example of Dell, Argos, etc.; the benefits of multi-channel shopping are outlined; the issues of online security and privacy are addressed. Conclusions are made about the impacts of e-tailing development on retailers and consumers.