7.6.7 E-Commerce

The emergence of e-commerce, popularly known as the digital high street and ‘ROPO’ (Researched Online, Purchased Offline) has occurred within the last decade and initial indications show that it is an increasingly popular option, particularly when purchasing comparison goods. However, the long-term effects of e-commerce are as yet unknown. Early indications are that central locations with attractions complementary to retail appear more robust to the challenge as compared to traditional centres dependent solely upon retail footfall.