For a moment imagine this. Picture reading an ad that promises you a kilo of the exotic kiwi fruit delivered to your doorstep for Rs. 30/ only if you place an order online. Chances are that you would probably grab such offers of tempting discounts on e-malls. Chances are also that you would brush them off with skepticism. The question is, is e-shopping or shopping on the Internet threatening to lure the women away from the traditional mode of shopping?

True, shopping online does have its merits: Firstly, it eliminates the intermediary between the marketer and the customer. Secondly, online marketers can customize the shopping experience for the customer due to their ability to procure maximum information about the customer. Thirdly, it is quick and easy , thus saving time that seems to be in shortage for most. Nina Maini, a Corporate Communications executive feels a "maybe" when it comes to e-shopping. She is careful to add that "for certain products like books and maybe gifts, I would go online- not otherwise".

So what is it that is keeping even technology-savvy women with easy access to the Internet still loyal to the traditional dictates of shopping? Ask Madhavi Trivedi, a nutritionist who is quick to point out the pitfalls: " One has heard so much about hacking of sites that one is scared regarding the usage of credit card". And this fear looms large despite attempts to reassure the customer of security. Even with options like Cash-on-delivery and bank drafts, there is enough resistance from the potential Internet shopper. After all, it’s not easy to let go of the entire experience of being tended to with great hospitality in offline malls or arcades coupled with the satisfaction of human interaction with the retailer which very often culminates into bonds that go on for years Ask a housewife, Kusum Lata who emphasizes the biggest disadvantage of going online- " you are robbed of the touch-and-feel experience that is so important while shopping, especially for something like clothes and jewellery." Her sentiments are further echoed by Rita Menon, a freelance writer who breaks into a guffaw as she recollects having stumbled upon lingerie as part of e-merchandise on a portal.

Clearly, then there are certain categories that are more suitable for e-shopping- movie tickets, travel tickets, and so on where the buying decision is not dependent on touch and feel. Books and CDs also seem to form a large chunk of online shopping. And maybe these categories will thrive in the realm of Internet shopping. E-malls also need to take special care to provide excellent delivery systems to compete with offline shopping where delivery is at the moment of purchase. Judith Varma, an advertising professional recounts a pleasant experience of shopping for a rare CD on the net, with zero complaints.

While one cannot predict the future of e- shopping that is still in its nascent stage, particularly for the Indian shopper, one thing is certain-there is a sizeable number of women who prefer to retain the pleasures of traditional shopping. Haggling, of course being the favourite.