THERE can be no turning back the technological tide and it will be impossible, and ultimately undesirable, to stop the electronic revolution that is changing patterns of business and, indeed, the very nature of life in the 21st century.

With this in mind, no one should be at all surprised that Jersey Post is exploiting readily available technical solutions to extend opportunities for online commerce. Its new Ship2me service is nothing less than a bespoke version of the internet shopping tailored to the needs of Island consumers and therefore a logical extension of a phenomenon which, through strategies developed by organisations such as Amazon and many smaller traders, has become part of everyday life.

Ship2me will permit Islanders to buy directly from major UK stores such as Ikea and Currys and to have the goods they order delivered directly to their doors. It will also take the strain from the sometimes complex business of reclaiming VAT or having it deducted from the purchase price.

So far so good, but the law of unintended consequences was never far below the surface when this initiative was developed. It is, in fact, reasonably clear that anyone involved in the Ship2me project must have realised from the very earliest stages that direct and uncomplicated internet sales are always likely to have an unfavourable impact on Island-based traders.

Competition must rule on the grounds that it serves consumer interests and promotes business efficiency, but our retailers will nevertheless cry foul – not only because they will claim that the playing field is now anything but level, but also because what is ostensibly good for those buying goods from the UK can be very bad indeed for the Jersey economy as a whole.

With fundamental logic and the most basic economic arguments on their side, they will say that money spent on internet purchases is lost to the Island, whereas local shopping keeps pounds in local circulation and keeps the local economic wheels turning.

These arguments will not make internet shopping or the Ship2me initiative go away – not least because Jersey Post has a duty to deliver the best possible value as a publicly owned entity. This means that Island shops and other outlets will have to be as creative as possible in their marketing efforts. There is, for example, nothing to compare with personal service and detailed advice from a real human being. In addition, there will never be a substitute for being able to pick up and examine the goods you want to buy. These are the considerable strengths that Island businesses must play to.