Flutterby™! :

One of my on-again off-again predictions is that e-commerce will peak fairly quickly because it's pulling from two markets: The faddists and the catalog shoppers. Via FactoVision, similarities between e-commerce and supermarket branding suggest that there are other factors at work leading to the same end:

Two years down the road, he says, repeat buying rates at websites will typically be no higher than 30% of the initial triers. This rate is similar to purchase rates among packaged goods at the supermarket.