Solutions

• Enjoyment of retail shopping lost - Online shopping can be fun
  A study has found that many people find enjoyment and freedom through shopping online and like to browse through even if they do not have a goal-oriented shopping item on mind (Wolfinbarger). One such factor is user-friendly interface that make shopping enjoyable and visually pleasant. To solve the problem of the lost social interactivity, consumers can engage in other meaningful activiteis such as partying, dining, sports activities, etc. Even though the enjoyment attained from online shopping is uncomparable to the one by social interactions, some of it can be compensated by the enjoyment of shopping online and participating in other activities.
• Privacy and security issues - Third-party seal
  This is a very important issue because studies have found that "consumers who perceive fewer risks or concerns toward online shopping are expected to maker more online purchases than more risk-laden consumers (Miyazaki & Fernandez, 2001, p. 31). Although it is possible to invade one's privacy online, no significant amount of statistical results relating to the victims who have been invaded, has been found. Many are simply concerned and mistrust online stores. What online stores need is the mechanism that signals security of financial transactions on the Web. One possible solution is to require web site makers to provide a third-party seal approval that signal privacy and security on their web sites. Thus when consumers see the seal, they can trust the Web site and not worry about invasion of their privacy. Moreover, all companies will desire to keep frauds away in order to build company reputation and to survive in the competitive online market. Once they build consumer trust, online shoppers will not be discouraged to shop on their Web sites.
  
• Access to the Internet and computer necessary - growing use of computers
  
In 2003, US Census Bureau has found that 70 million households, or 62% of US population has one or more computer, up from 56% in 2001, which is 62 million households, and 55% households of the nation has Internet access, up from 50% in 2001 ("Home Computers and Internet Use in the United States," 2003). 39% of those who do not have internet access, said that they either do not need it or are not intereseted. Also, another study has found that income and shopping experience had no significant relationship (Lokken et al., 2003). However, more higher income households tend to have Internet access, thus making Internet more affortable is a good idea to make onlins shopping available to more people.
• Product category risk - 3D technology
  Apparel online shopping has a lot of room for improvement. Although it is not yet widely used, many online shop creaters are developing 3D technologies to use for online shopping. Companies such as E-Tailor, is developing customized fitting room for consumers to build their own body online that will allow them to try on as many clothings as possible. A university in Switzerland is developing a more powerful try-on application that will allow their customers to apply multiple layers of clothes. To avoid the slow downloading time of 3D graphics, they are moving the cloth and skin animaiton to the client side, using program such as ActiveX that is downloaded automatically at the first access tot he Web page (Cordier, Seo, & Magnenat-Thalmannm, 2003). To See full article go to: http://tclab.kaist.ac.kr/~fcordier/Home_files/Papers/ Made-to-Measure_Technologies_for_Online_ Clothing_Store.pdf
  
Simlarly, E-Tailor is designing a program that will allow animation of scanned customer bodies in the virtual fitting room (Kartsounis, Magnenat-Thalmann, & Rodrian). Moreover, in the United States, 3D body scanning system is being developed for use in the apparel industry that can possibly be used for online shopping (Istook & Hwang, 2000).

These sites allow you to view the 3D technology:

http://www.cyberware.com

http://www.atc.gr/e-tailor

• Too many choices - Interactive decision aids
  Online shoppers are looking for useful functions on Web sites in addition to ease of use (Lim, 2002). More specifically, they desire to compare available products and their prices from a variety of different online stores (Limayem, Khalifa, & Frini, 2000, p. 428). By providing decision aids that help decision making, Web sites can attract more online shoppers. Many choices can be confusing, but with interactive toolkits such as recommendation agent (RA) that allows consumers to view a useful set of products out of the infinite list on the Web, and comparison matrix (CM) that allows in-depth comparisons among selected items . These interactive decision aids allow consumers to make "better decision with less effort" (Haubl & Trifts, 2000). Especially CM, already used by many web sites, allows viewers to compare different prices of one product offered by different vendors on the Internet. Thus, the toolkit allows consumers to receive the best deal possible. Although these tools are already provided by many Web sites, they can be improved by adding more features that will provide more details of products. The tool is also beneficial to the society because they keep the market prices competitive so that no one vendor can charge significantly more than others.

  These sites use the CM decision aid:

  http://www.pricegrabber.com

  http://www.bizrate.com

  http://www.dealtime.com

• Additional online facilitating conditions
  Transaction efficiency (such as delivery speed and providing tracking number) is also a significant condition that will satisfy consumers (Limayem, Khalifa, & Frini, 2000). Consumers expect to receive the products with high speed, and want to be able to track their purchased item to avoid any frauds while shipping.