Benefits of online shopping
1.Bargaining power of consumers. They enjoy a wider choice
2.Supplier power. It is more difficult for consumers to manage a non-digital channel.
3.Internet increases commoditisation
4.Threat of new entrants. Online means it is easier to introduce new services with lower over-heads
5.Threat of substitutes
6.Rivalry among competitors. It is easier to introduce products and services to different markets