With Internet, however, the seat of the transaction became virtual. The
consumer could just as easily purchase goods over internet directly from the
producer as they could from a middleman. The same applies across the board,
whether a consumer is purchasing shares in a corporation or milk from a farmer
they could just as easily go direct instead of incurring the overhead of a
With virtual shopping, an issue is transporting the goods from the producer to
the consumer. Drop shipping companies like Federal Express and UPS provide
efficient means for transporting goods from producer to consumer.
However, virtual transactions eliminate the ability of a consumer to touch,
feel and smell what they are purchasing, consequentially, there will always be
stores, distributors, dealers and middlemen who also provide sales expertise and
assist the consumer in making decisions.
From a banking perspective, there are exciting opportunities to enhance the
market and cut costs.