The evolution of e-tailing

The evolutionary perspective is applied to e-tailing in an attempt to capture and assess its past and projected future evolution. In the dynamics of e-tailing's evolutionary change, a four-phase pattern of process is uncovered. It shows the e-tailing ‘revolution’ was part of a longer evolutionary process. The findings and implications are integrated and applied with the evolutionary literature to offer insights into e-tailing's future development, practical implications for each phase, its effect on the wider distribution channels and future research possibilities.