The key questions are:
� What are the main reasons for customers to shop online?
� What are the levels of subscription for online shopping?
- How aware are customers who do not use online shopping aware of it?
� How hard do companies push online shopping? E.g. �Shop online at Tesco.com�
� What are more commonly purchased online: tangible or non-tangible products?
� What are the levels of satisfaction?
� How much post-sales support is available?
� Is online shopping an additional service for busy customers or specifically to reduce store numbers and cut costs at the expense of customer service?
� Is the next step to introduce �online only� products?
� How many people are lost at each stage of online ordering, e.g. �giving up� due to excessive levels of categorisation and not finding what they are looking for easily?