The rise of the WWW has seen the emergence of dot.com supermarkets, thereby threatening the existence of traditional ‘land’ supermarkets. In recent times power within the supply chain has shifted from the manufacturer to the retailer, and now through to the consumer. Consequently “consumers are in charge” and businesses are forced to given them what they want: choice. The Internet provides another shopping choice for consumers, and those traditional supermarkets reluctant to embrace the new technology are likely to be overtaken by online supermarkets. The advice coming from MarkeTechnics 2000 conference is that to remain competitive land supermarkets should update their technology, embrace online shopping and strive to simplify the lives of consumers.