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Clickology by Graham Jones

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INTRODUCTION

Shopping online is a regular activity for millions of people around the world. In 2012, more than $1 trillion was spent on goods in online retail – that’s before you even consider the amount spent on booking travel tickets, or buying business services such as accountancy, legal advice, or consultancy. Around 10% of all worldwide shopping is online, with predictions that this will double by 2015. In fact, the global economy now depends on internet shopping of all kinds.

Until recently, the US dominated online retail, but gradually other parts of the world are catching the bug. In Europe, about 10% of all retail is online, and the UK tops the league table with 13%. Meanwhile, the Asia Pacific region has come to represent a third of ...

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