Today’s widespread access to the Internet creates a favourable environment for the development of online shopping. In 2008 online sales in France increased by 35 per cent. In this context, the Internet is affecting the traditional retail structure. Consumers are no longer limited to traditional trade areas and these changes question traditional approaches of spatial consumer behaviour.
The development of multichannel retailing is also affecting the traditional retail structure. Through improvements in the Internet shopping environment, an increasing number of consumers now consider online shopping comparably experiential to the traditional store.