Now suppose I am looking for a new interior for my living room, where can I go online? The price is not immediately the most important thing, first of all I am looking for something that suits my taste. So now it is not necessarily about a rational decision (initially), but a more emotional decision. First of all I would like to be inspired, not yet confronted with a rational aspect such as 'price'. Ordering furniture online could be characterized as ordering a complex product, where feeling is more important than the rational arguments.
E-commerce as we know it has always been primarily transactional in nature, according to Shauna Mei, founder of AHAlife.com :
“…the past fifteen years have mostly been about solving tactical senegal mobile phone number list shopping pain by focusing on efficiency around selling goods online…”
This means that web shops try to eliminate the 'problem' of buying, they try to make the transaction as fast and safe as possible. Efficiency has pulled the cart of progress in web shop land in recent years. That is of course perfect, but now that online shopping is maturing, web shops will have to offer more than just efficiency to stand out. Inspiration is increasingly becoming an online affair and this task of the traditional shopping street will also (partly) come online.