Xmas e-tail advances

We expect to hear from even more readers next year who managed to do all their Christmas shopping online and all sorts of online outlets - from anythingleft-handed.co.uk to amplebosom.com ("for larger ladies") - who have reaped the benefits. Indeed, sales were up an average of 66 per cent year-on-year according to technology provider Actinic.

On the back of Peter Cochrane's Uncommon Sense column last week ('Christmas Shopping 2002' - http://www.silicon.com/a56921) we received lots of feedback, most of which was positive about the future of e-tail. It is seen to be improving all the time, at least in terms of website usability, price and general customer service, and certain names such as Amazon come out again and again as respected brands.

Peter's article lamented the poor state of some shopping centres in the UK, with uncooperative staff, difficult parking, high prices and so on. While the US may have some eminently user-friendly shopping malls, US readers wrote in to remind us Happy Holidays don't usually make for happy real world shopping over there either.

In short, e-tail is seen as a cheaper, greener, less stress inducing - basically easier - way of buying.

There are drawbacks. For every two replies we received relating to how quick order turnaround times have become, we received one pointing out deliveries can be a nightmare. And it is at the last stage delivery often fails. Without a "housespouse or live-in servants" (thanks reader John Hind for that turn of phrase), one is too often greeted with a note to take along to a post office - which is rarely open at a convenient hour.

Then there are those who will wrinkle their brows and ask: "You don't want to haggle?" - preferring the cut and thrust of the high street or the 'kick-tyres-before-you-buy' mentality, which is understandable in many instances.

E-tail is happening - often quietly, in this age of dot-com negativity - and Christmas has allowed us a breathing space to reflect on just how much and how quickly our buying habits have changed already.

Related columns:
Devil's Advocate: Christmas letters
http://www.silicon.com/a56935
Ebusiness Despatches: Confusing CRM with great customer service
http://www.silicon.com/a52568
Ebusiness Despatches: Customer service is about people NOT technology
http://www.silicon.com/a50257