Web stores of the future will be virtual

New report offers an insight into the future of e-commerce

E-commerce will be replaced by a 3D virtual shopping experience in the future, with advertising personalised to individuals' handsets and computers, according to a new report from managed hosting provider Rackspace and the Social Issues Research Centre (SIRC).

The report, Life online: The Web in 2020, presents an insight into how consumers will shop in the future, and it’s a picture that could present online retailers with new challenges, according to Rackspace marketing director Fabio Torlini.

"There could be massive problems for online retailers learning how to cope and take advantage," Torlini argued. "They'll have to ensure the back-end is resilient and strong enough to cope, and be able to translate their [sites] into a myriad of devices, making sure it is up-to-date and presented in the right way."

Torlini added that the firms that are likely to come off best will be the ones that can personalise their services for individuals most successfully.

"At the moment people just go online to buy quickly, easily and cheaply, but it's not enjoyable," Torlini said. "The virtual store adds a whole new angle and makes the process much more interactive, although it will never replace the high street."