Normally the buying decision is made after significant time and effort spent in locating the correct product or service, physically navigating around one or more locations and followed by a period of negotiation (the level of which is based on the goods in question).

For a business who sells solely 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 purposes of this debate we can see that there are a number of factors in the normal buying process that are short circuited on the Internet.

Firstly, geography, which is a big constraint for any non-internet purchases. Buyers are limited to what is accessible within their local area, otherwise they have to endure a long journey. Locality of course is relative as some people will be willing to travel the longer distances and search in a much wider sphere than others. An internet purchase is location neutral, with the possible exception of an increased delivery charge. Effective Search Engine Placement will mean that an individual can buy from anywhere in the World, perhaps without realising where the items are coming from.

Secondly, variety. Whilst the advent of the Internet and access to global markets would seem to provide the buyer extra choice, is that actually the case? A number of organisations, who have the funds, will employ effective and sturdy online marketing processes to make sure that their search engine placement is as robust as it can be. A company offering the same items for lower prices may not be noticeable in the search engine rankings. They may not have the funds to make use of the same standard 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 invisible to the market.

Finally, availability. There is a growing grumble that the “just in time” stocking strategies of high street stores means that buying decisions are being made on what is available ( “I’ll have it in Black if that’s all you’ve got….but I really wanted Yellow”). The internet would seem to offer boundless stock but again how many people are prepared to spend time in looking through lists after page 1 or 2. As with high street retail 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 productive Online Marketing strategies run by a small number of businesses will effectively control the market. In physical retailing one can always look around the corner, in the virtual world however you are basically 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 choose from and most people will.

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