【正文】 progressively, the traffic jam changes crowd gradually, people are unwilling to spend much time to go shopping, and work marketing is accepted by consumers for it’s convenient characteristic Consumers can select the goods at home without going out , with the help of strong database, the shopping course is simplified to an action of click , consumers can finish doing shopping at any time, with the appointment of a place to deliver goods. About per cent of all online shopping payments are handled over the Inter, the survey shows. And per cent of online shopping payments are handled via money remittance personnel and per cent are pleted in person, the survey shows. Customization and personalization Online shopping can provide mass customization and personalization with moderate cost. Point cast, for example, delivers customized news and financial data to every single customer based on his or her specific needs. displays specific remendations based on the customer’s previous purchases. These kinds of services are very expensive in traditional marketing .The web providing online shopping can move from providing general products or services customized to a customer’s needs, tastes, and preferences. Access to more information One important consumer benefit associated with marketing on the web is the access to greater amounts of dynamic information to support queries for consumer decisionmaking. Furthermore, the interactive nature of the web and the hypertext environment allow deep, nonliner searches initiated and controlled by customers. Hence marketing munication on the web is more consumerdriven than those provided by traditional media. In addition, recreational uses of the medium manifested in the form of nondirected search behavior are such an important benefit to consumers that they are intrinsically motivated to use the medium. Easier market research and parison The ability of the web to access, analyze and control large quantities of specialized data can enable parison shopping and spread the process of finding line which may stimulate purchase. There is also the potential of wider availability of hardto find products and wider selection of items due to the width and efficiency of the channel. Benefits to the firms Lower costs and prices Increased petition in procurement as more suppliers are able to pete in an electronically open market place causes a greater petition, which naturally lowers prices and costs. This increase in petition leads to better quality and variety of goods through expanded markets and the ability to produce customized goods. One of the reasons to lower cost is that they haven’t traditional warehouses and retail shops in the retailing business of the great majority in the mercial city online. Generally speaking, the work does not have a traditional retail channel to sell. For example like , the online retailing bookshop with no stock of books, places an order with bookseller and sends to consumers directly which aims to realize real zero stock to lower cost. Better distribution Firm benefits arise partly from the use of the web as a distribution channel. First, the web potentially offers certain classes of providers and opportunity of participating in a market in which distribution costs or costofsales shrink to zero. This is most likely for product categories. For example, digital products can be delivered immediately and hence such businesses may encounter massive disintermediation or even the eventually elimination of middleman. Moreover buyers and sellers can access and contact each other directly, potentially eliminating some of the marketing cost and constraints imposed by such interactions in the terrestrial world. This may also have the effect of shrinking the channel and making distribution much more efficient (mainly due to reduced overhead costs through such outes as uniformity, automation and largescale integration of management processes). Time to plete business transaction may be reduced as well, translating into additional efficiencies for the firm. However, such potential efficiencies must be tempered with market realities. Marketing munication Web sites are available on demand to consumers 24 hours a day. The interactive nature of the medium can be used by marketers to hold the attention of the consumer by engaging the consumer in an asynchronous “dialogue” that occurs at both parties’ convenience. This capability of the medium offers unprecedented opportunities to tailor munications precisely to individual customers, allowing individual consumers to request as much information as desired. Further, it allows the marketer to obtain relevant information from customers for the purpose of serving them more effectively in the future. The simplest implementations involve engaging customers through the use of the Email buttons located strategically on the site. More sophisticated implementations may involve fillout forms and other incentives designed to engage customers in ongoing relationships with the firm. The objective of such continuous relationship building is dual pronged: to give consumers information about the firm and its offers and to receive information from consumers about their needs with respect to such offerings. 3. Limitations of online shopping Despite the prospects is optimistic, a shortage in types of online payment, lagging logistics and lack of relevant laws are just some of the problems which continue to hinder the development of online shopping. Online payment Online payment plays a key role in emerce, and a safe, convenient, and efficient online payment system i