Ecommerce will be replaced by 3D virtual shopping malls by the year 2020, according to a report commissioned by Rackspace Managed Hosting.
The report, the Web in 2020, claims that virtual 3D shopping and personalised advertising will be possible as online environments become more resilient.
Jaques Greyling, managing director of Rackspace Managed Hosting UK, said: "The growth of v-commerce (virtual) over the next ten years will be used to give customers a more tangible online shopping experience, where users can navigate virtual shopping malls in a 3D environment, providing enhanced shopping experiences that will help drive online sales.
"The move to virtual shopping will also place increased demand on the technology used to support online services, such as web hosting, so the robustness and reliability of these providers will be critical to its success."
Dr Peter Marsh of the Social Issues Research Centre who conducted the study, said: "By 2020 v-commerce will replace e-commerce, with 3D virtual equivalents of shopping malls.
"'Minority Report' style responsive billboards with 'customised' advertising to personal handhelds, computers and internet TVs, will have resulted in a mass personalisation and diversification of advertising and marketing."
The report claims that online developments will not render shops obsolete, as shopping will remain a leisure activity.
