1
2009
The Evolution of Online Shopping
This may seem like a “girly” topic but I think it’s one that’s worth noting so here goes… Online shopping sites (give me chance) have been changing quite rapidly since the phenomenon first started. They are simply not what they used to be. With bigger and better viewing capabilities and quick, memory checkouts, the new way of shopping really coins the ancient phrase, “one will never have to leave his home for anything ever again.”
While Tim Berners-Lee made online shopping possible in 1990 after creating the first Web server and browser, it really only became popular by the mid 90’s when Amazon and Ebay took over. At this time, mail order catalogs were still hogging the main stream shop-from-home scene but after 10 years of marked improvements, people are finally throwing their Pottery Barn junk mail in the bin.
Providing a “secure checkout” became the first and most important issue to tackle for consumers and garb providers alike. Netscape introduced SSL encryption of the data that’s transferred online, which has now become essential for secure online shopping. Then the display of items was worked on. First the consumer only had one or two pics to get a sense of the product, which grew to a few photos from different angles, which grew to roll over zooming, then full 360 degree product viewing.
While most shopping sites like Jcrew and Net-A-Porter are resting here, some of the more innovative fashion stops are adding the option of video viewing on the product detail pages. Shopflick is a video-powered marketplace that offers an online shopping experience where you can actually watch video clips of the products and designer. Another large, British shopping site, ASOS, brilliantly gives you the option to view the item you’re looking at on a swift “catwalk” video. This obvsiously gives you a real opportunity to see how the piece of clothing moves as well as sits on the body (even though the body is that of a 6′ tall, size 2 model).
I’m guessing the other major sites might soon follow suit, as they should. I’m actually a little surprised they haven’t done so already. But whatever technology gives me in order to avoid stinky, overcrowed dressing rooms, shopping malls and parking lots, I will gladly take.
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About the Author: Ayelet Noff
Ayelet Noff has over twelve years of experience marketing companies from various industries. She has been involved in the social media world before the term social media even existed. Ayelet opened Blonde 2.0 back in 2006. Before this, she was ICQ’s Marketing Manager for four years and also held various executive marketing positions in different startups. She is also a top blogger and currently writes for three different blogs: The Blonde 2.0 blog, The Next Web, and Socialmedia.biz. She holds an MBA degree from Tel Aviv University, and a BA in Politics from Brandeis University.
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As with everything online these days, the trend goes to “sell with the help of any (online) means necessary, and spend some time doing it right”.
Recent examples for me are the integration into social communities and websites, be it their own twitter account or facebook page, online viral sites (such as GTIproject being the best example of presenting a product – in this case the new Golf), video or audio.
Amazon has done this for a while now, offering users the ability to video-review their purchase, with websites such as Play and Game potentially following suit soon.
Additionally, more and more websites are taking advantage of their homepage and product pages now that they realise the potential of the real estate of these pages – product images become bigger, videos, slideshows and “view the product in 3D” type animations become more and more mainstream, text and features bolder, related products (e.g. “customers who bought X also bought…”) take less screen space and are pushed below the fold.
Another site you might want to mention would be RevolveClothing.com, simililar train of thought as Shopflick, just smaller and a bit more usable as less scripting involved (Shopflick didn’t actually load any images or products in any browser I tried the site on just now).
Anyway, enough rambling, nice article! Keep up the good work
i like http://www.abercrombie.com/anf/index.html, for order and to know what to get in stores.
still we have the size problem, i had some weird experience in us stores where i tried one size item, then got another 2-3 same size and found out at home i cant wear them so… cloths are sometimes a problem.
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While Tim Berners-Lee made online shopping possible in 1990 after creating the first Web server and browser, it really only became popular by the mid 90’s when Amazon and Ebay took over. At this time, mail order catalogs were still hogging the main stream shop-from-home scene but after 10 years of marked improvements, people are finally throwing their Pottery Barn junk mail in the bin.
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