... £237 million p.a. in April 2001 (Vickers, 2001). According to research by Datamonitor in 2002, British grocery shoppers spent £395 million online last year- with more than half of that ending up with Tesco.com. From research studies into customer buying habits, it is clear that online shoppers on average spend more on goods than they would if they visited the store, largely because they do not have to transport the products home. The average Tesco.com order is £80, plus £5 for the delivery. The challenge for a Web store is not only to engage the shopper, but to deliver an experience and actually achieve e-fulfilment by the merchant" (Janoff, 2001). In an interview with chief operating officer, Carolyn Bradley, she said that 30% of Tesco.com customers do not shop anywhere else, whilst purchases of own-label products were higher online than instore. In another sign of customer loyalty, she added that users make more ...

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