Before the advent of internet, high society will buy things simply by browsing through brochures or looking at TV shopping channels. They order the items by phone and have them delivered at their door. Travels are booked by phone to a travel agency.
Average citizens meanwhile spend time commuting from one store to another, looking through displays and selecting the items they need. From one store to another, they look for the best quality at the lowest possible price (and with the biggest discount or sale). Itineraries are planned to maximize the destinations in a shorter time. Bookings via phone is a rare luxury that not all average citizens can afford.
With the advent of the internet, it has yet again transformed the buying behaviour of the consumers. Patrons of vendors turn to online transactions rather than spend time talking over the phone. Potential consumers are discovering more alternatives and choices in shops where they can purchase which they were not aware before. Sellers are given alternatives to lessen their sales personnel and instead maintain their sales program to accept order. Logistics have greater demand due to the increase in the sales and deliveries by the supplier.
The Internet has indeed revolutionized man’s behaviour and preferences. Just as there are advantages so are there threats lurking that one should always be alert and informed about.
I have never shopped online before except for plane tickets. Personally, buying online is risky for my taste. Though optimistic, I always make myself aware of the threats that I can overlook.
Shopping in the internet provides consumers available wide range of choices in one click. This saves time in actually creating a pool of possible choices before purchase. Manually, choices can be pooled by visiting stores and noting their displays and compare them with other stores you have visited. Another is by watching ads, and gathering brochures. The easy pooling of choices allows the consumer to maximize his/her time to focus on choosing. Likewise, the effort and the fuel/transportation cost consumed is saved and used on another activity.
With the ease of pooling the choices, there is better and faster product comparison and evaluation. Usually prices are available online which adds to the efficiency of comparison. With the absence of actual face to face contact, consumers can avoid situations on feeling conscious for inquiring on price tags of items on display from the salesperson but not buying them.
With internet available 24/7, buyers have the luxury to choose when to shop. The usual working hours are from 8am to 5pm, and if all vendors follow the same store hours, consumers can not purchase unless they go on leave. Buyers are given freedom and opportunity to place an order even after store hours in the vendor’s website and can have the item delivered.
As much as the internet is providing all the mentioned benefits, it comes with its own cons.
Buyers can be frustrated if the connection to the website is easily disrupted either by a connection error or server error. The single frustration to an online transaction can also affect the buyer’s attitude to future online transactions and might became wary of other online vendors. Interruptions can happen upon and during purchase.
Buyers can likewise experience the inconsistency of the items posted online from the item actually delivered. Pictures of items are usually accompanied by a note saying that actual items may differ. At this point, the buyers accepts the risks that the color if less brighter than what appears or that the function that the product is expected to performs does not satisfy the buyer. Ordering without actually testing the items can result to the buyer returning or have the item exchanged thus extending the time for the purchase.
Online transactions also exposes the buyers to security threats for all the information being registered in the vendor’s website. It is therefore a requirement for the vendor to ensure that consumer data is secured from hackers and malicious programs. Because of this threat and possibility, consumers must always beware and only purchase in trusted sites. Unfortunately, trusted sites may also offer limited choices of items for purchase.
If I were to purchase items from the internet, I’ll limit my purchase to plane tickets, grocery items and accessories. These are items which I feel are safe to purchase which also will give a low frustration effect if there are mistakes. These are purchases arising from needs and are not expected to last long.
Online purchase of plane tickets gives me ample time to decide my destination and dates of travels. It also helps me experiment and surf for dates with lower rates. With my part finished, the responsibility for the airline company to take me to the destination and time I booked starts. Grocery items do not require to be tested before purchase and are usually consumed for the period. Accessories for clothes are generally bought to be used for any outfit. Accessories for gadgets are bound to malfunction through wear and tear.
Now, occasionally one has extra money and may be tempted to buy things online. It should be worth my money. However, these results to hesitations and will require one to fully consider all options and suggestions before actual purchase. It is not easy to disburse P10,000 and above for items that will be considered investments. Items which may not be easily disposed and which I will hesitate to buy will be cellphones and gadgets, appliances and perfumes.
For an earning average citizen, I have to ensure that disbursements amounting to P500 and above should be spent worthwhile. Thus I should only buy cellphones, tablets, phablets and other gadgets when the specs are to my liking, the model offered with complete accessories and whose parts and service centers are fully available in my area. The online purchase should be better off than purchase from actual stores. Appliances purchased should have the same concept of requirement and should be durable. Perfumes on the other hand may or may not suit my body chemistry as they call it thus without any sample on hand purchase of the perfume will be based on other consumers’ feedback on its scent.
There are however boundaries on online shopping for me. I will not be buying medicines or contraceptives online because I feel that they may not be genuine and might cause harm to the human body. Thus I will only buy them upon the doctor’s prescription and from a genuine pharmacy. I will not buy undergarments online. The size description may not fit my body proportions. I prefer to buy those sold in stores where I can examine the product’s quality and material before purchase. The same concept applies to purchases of RTW (ready to wear) clothes and shoes. I need to fit them before purchase and check the durability of the materials.
Ah, online shopping may someday be the norm in societies. Technologies will ultimately be accessible to everyone regardless of status. New guidelines will have to be implemented because of this to ensure order and legality in the online market. Commerce is no longer restricted to items. Animals and likewise fellow humans are sold. This is a sad reality in the world.
As buyers and sellers, we must all be responsible for the demands and supply that we introduce in the market. I hope that people not only choose from their options but be aware of the options presented. The freedom to choose what to buy should not also become the freedom to sell everything and anything, especially your fellow human being.