Final answer:
E-tailing has shifted the power from retailers to consumers due to the advancements in technology and the internet. Consumers can now easily access and purchase products globally, increasing competition and giving them more power in their purchasing decisions.
Step-by-step explanation:
E-tailing, or online retailing, has dramatically shifted the power dynamic between retailers and consumers. This shift in power is derived from the combination of two important shifts in the market: technology and globalization. The improvement in communications technologies, particularly the development of the internet, has allowed consumers to easily access and purchase products from retailers all over the country or the world. This has increased the level of competition that local retail businesses face and given consumers more options and power in their purchasing decisions.