The markets which have been greatly altered are those where retailers previously gained from a lack of consumer knowledge. The excellent book Freakonomics highlights the life assurance industry as a perfect example of this. Where customers previously went to brokers to arrange deals (often taking a large commission), the internet allows customers to compare prices and services at the click of a button, thus removing the need for a profit-loving middleman.

The mobile phone market is yet another example of an industry shaken up by the inevitable onward thrust of e-commerce. Once upon a time (around a decade ago), the only way to buy mobile phones was through high street stores or direct from the network. Physical shops have high overheads, including maintenance and staff, while the networks would only deal direct with corporate clients.

The twenty-first century has seen empowered consumers switching to online shopping in droves. While this used to be considered a 'risky' way to spend money, website security has come on a long way and you can only really have your details swiped if you are using an unsecured connection. Modern mobile phone site like the Phone Spot offer a variety of mobile phone deals that are unavailable in traditional stores. This situation has lead to controversy in various markets, where stores which have both online and traditional operations charge more in their traditional stores.

The best advice for anyone looking for a contract phone would probably be to have a glance along the high street to choose the right handset and take a note of any cheap mobiles which appeal. It then makes sense to check the internet for any better deals on that handset. Basically, this entails:

1. Heading to your local mobile phone retailer and finding the correct handset for your needs. Take a note of this (ie. Motorola phone, £100 with contract, or lg mobile, free with half price line rental for 6 months)

2. Choosing the right network and contract (ie. Orange Racoon 25, or Vodafone Anytime 200)

3. Take your notes home with you and Google the phone and contract you want. This will bring up a huge array of mobile phone shops with deals which should be better than anything that can be found in traditional shops.

The traditional suspicion of e-commerce that developed when the first internet bubble burst at the start of the century is rapidly subsiding. The internet has never been safer or easier to use, and this trend looks set to continue. Don't be afraid to shop online as you will almost certainly find a better deal than on the high street.