The Future of E-commerce Could be Less Choice, Not More

In the UK over 95% of people shop online and the country spends more per capita through the internet than any other country. Online sales are booming and there only seems to be one way in which they are heading; up.

For the past 20 years the growth of online shopping has been largely based around choice and convenience. Amazon has grown from selling books to offering more than 100m products whilst Ocado likes to call itself the world's biggest supermarket.

However, online retailing is still developing rapidly and what is becoming clear is that the future could be determined not by how much choice customers have, but by how little.