Online Retailing: The Vision

 Greatly reduced search costs on the Internet would
encourage consumers to abandon traditional　marketplaces in order to find lower prices for goods

 Market entry costs would be much lower than those for　physical storefronts, and online merchants would be more　efficient than offline competitors

 Traditional offline physical store merchants would be　forced out of business
 Some industries would become disintermediated as
manufacturers built direct relationship with consumer

 Ultimately, few of the above assumptions proved to be　correct, and structure of retail marketplace in the U.S. has　not been revolutionized
　　This is because consumers consider brand name, trust,reliability, and delivery time as important as price．