The comic Take It From the Tinkersons recently had a strip hinting at a major consequence of online shopping:
While this might be a bit of hyperbole, there is some truth to this. Is one of the appeals of online shopping the ability to avoid society and social interactions? Even shopping at your local big box store requires rubbing shoulders with other shoppers and a brief interaction with a cashier (even with self-checkout, you still have an overseer).
At the least, online shopping provides evidence of the significant shift that happened in Western societies in the last few hundred years. The earliest sociologists were very interested in the switch from tight-knit village or agrarian life to the less connected and varied urban life. Marx saw tremendous consequences for labor and the individual within an economic system rooted in burgeoning cities. Durkheim compared mechanical and organic solidarity, a shift toward a complex division of labor where individuals now depended on others to do essential tasks for their lives. Tonnies contrasted gemeinschaft and gesellschaft, more direct social interactions versus indirect social interactions.
Online shopping of the sorts we have today may only be possible in a highly complex and individualized society such as our own. The process of moving a product from its production point to a warehouse to your home or business through online clicks is quite complicated and amazing. Yet, it really does limit social interactions on the shopping end. As private individuals, we can now make choices and receive our products away from scrutiny. It would be an error to think that this private purchase is now removed from social influence – with the spread of media and influence of social media, we may be influenced by generalized social pressures more than ever – but the direct social experience is gone.
This could have big implications for social life. Will buying habits significantly change now that immediate social interactions and social pressure is removed? Will we become used to such social transactions not involving people that we will be willing to remove social interactions from other areas? There will certainly be consequences of increasing online shopping and public life – even if it is related to individuals consuming products in a capitalistic system – may just suffer for it.