Conventionally the buying decision is made after considerable time and effort spent in finding the correct product or service, actually navigating around one or more stores and followed by a period of negotiation (the amount of which is based on the items in question).

For a company who trades exclusively on the net though, the buying decision is less about contrasting and comparing offered goods and more about a successful Online Marketing campaign and the employment of an effective and diligent Website Optimization Company.

If we rule out the price and quality comparison sites for the sake of this discussion we can see that there are a number of factors in the traditional buying process that are short circuited on the Internet.

Firstly, location, which is a big restriction for any non-internet purchases. Buyers are restricted to what is available within their local area, otherwise they have to put up with a long journey. Locality of course is relative as some people will be able to travel the longer distances and search in a much wider sphere than others. An internet purchase is location neutral, with the potential exception of an increased posteage charge. Sucessful Search Engine Placement will mean that an individual can buy from anywhere in the World, maybe without knowing where the products are coming from.

Secondly, variety. Whilst the arrival of the Internet and access to global markets would seem to give the buyer extra choice, is that really the case? A number of companies, who have the resources, will employ successful and strong online marketing processes to ensure that their search engine placement is as strong as it can be. A company offering the same products for reduced prices may not be evident in the search engine listings. They may not have the resources to employ the same level of SEO Company, and therefore given the profile of Internet buying habits and the propensity for searchers to buy from page 1 the lower priced items may well be unnoticed by the market.

Finally, accessibility. There is an increasing grievance that the “just in time” stocking strategies of high street outlets means that buying decisions are being made on what is available ( “I’ll have it in Blue if that’s all you’ve got….but I really wanted Brown”). The internet would seem to offer unrestricted stock but again how many people are prepared to spend time in looking through listings after page 1 or 2. As with high street outlet it is likely that the buying decision will made to save a few more seconds of browsing.

What we seem to have is the situation where efficient Online Marketing processes run by a small number of businesses will effectively control the market. In physical retailing one can always look along the next street, in the technological world however you are effectively told which corner to turn.

Through effective Search Engine Placement successful sellers can control the virtual high street and on the internet there are no secondary and tertiary pitches. What you are shown is what you get to select from and most people will.

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