Shopping is about getting customers what they want. When walk-in stores were all we had, they were staffed by real people. It was their job to see that customers got what they wanted.

Customers, then, had expectations of being engaged and usually satisfied. They could hold and handle a product, explain themselves and listen to a salesperson answer their questions. The only problem was this attention cost time, lots of it.

Internet shopping is quite different. As any machine, the Internet cannot meet and greet people except through printed words and images. Hence, it engages visitors with questions and records what they have bought. The answers to those questions let them know a great deal about who you are and maybe even why you might be using their web site.

Still something is missing. It’s why you bought. Marketers can make assumptions, based on what you bought, even the way you bought – going back and forth from one web page to another in indecision – but that is not the same as someone telling you the stitching on this sweater was why they bought it. And, after all, if you know why, sometimes it’s not going to tell you much.

So far, the best solution is Amazon. Amazon offers retail shoppers everything: almost every product in every category, and at the lowest price, the fastest transaction and delivery speeds. There is almost nothing left to want, which means you always get it (if you can afford it).