People want to shop online because online retailers carry much more inventory than in-store retailers, here is a video that explains this idea of the Long Tail:
I appreciate the idea of the long tail as it allows a web based program to house not only more stock of inventory but also a wider variety of goods to sell. This acts as a great service to the online consumer by allowing them the freedom to shop from the comfort of their own homes. It also provides them with the variety of goods to be purchased without the hassle of shopping in a number of different stores and expending the time, money and energy it takes them to get there. One major drawback of shopping online however is that the consumer cannot try on garments that they purchase, this makes returning items a hassle.