BBC News Online: Sci/Tech

Internet shops set to take off

Within 18 months computer shopping will have established a firm foothold as new technology brings the Internet into more homes, according to web designers.

And as web page-making becomes more user-friendly, smaller companies might be able to compete with national chains.

Alex Counsell, of web design company Colyer Graphics, said: "In the next 18 months the Internet will be part of everyday life.

"Televisions will be sold with Internet connections and the technology will be in more and more homes.

"As that happens companies, who now think they need a web site but don't know why, will see they are able to sell their products to people sitting at home.

"But the Internet will also be a leveller - it's as easy to click onto a corner shop site as it is to find a national supermarket."

Currently, anyone planning a virtual shopping trip has to first buy an expensive computer.

But home entertainment companies are working on TVs that come complete with Internet access.

Speaking at the Digital Media World Exhibition, in London, Mr Counsell said: "Pretty soon there will be a shopping revolution.

"You are already able to walk around virtual shopping centres, clicking on the items you are interested in, turning them around on screen, and asking questions before you decide whether to buy."

Market researchers IDC predict that by 2001 Internet shopping will have increased 4,000% from 1996 and be worth £2.73bn in the United Kingdom alone.

Some companies are also bringing down prices for Internet sales. Sony Music sells CDs for less than the official list price and is competing with the high street record shops it also supplies.

But despite the clamour to sell online many shoppers are still wary of new technology.

Retailers have yet to succeed in making customers believe credit card transactions on the net are secure despite the introduction of Secure Electronic Transactions.

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