How marketers must react to the crowded online market – By Laura Barton-Taylor
The arrival of the internet at the end of the 20th century fundamentally transformed the way that organisations operated; pure online companies were created whilst the bricks and mortar gradually saw the incremental benefit of having a website. Now the internet is once again going to change how organisations do business. This will impact the strategy of online retailers. The growth of online shopping has reached a crucial point; in the last 36 months there were 10,005 (37%) new entrants to the UK market (Experian, Hitwise, 2010). However the growth in the number of customers is slowing, at 11% during 2008-2010. The implication is that more e-tailers are competing for the same traffic.