When embarking on a shopping trip, you make sure you have a checkbook, credit card, or cash in your pocket. Thus equipped, you venture downtown or to the mall.

When shopping over the Internet, the order is often reversed, more resembling the notorious "fire, ready, aim" sequence.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.