This central theme was then diagnosed down into six categories which were: Variety of delivery modes, Mailings costly, Customer access, Political environment, High entrance threshold and Online shopping features.
Aðalþema greindist síðan niður í sex undirflokka sem voru þessir: fjölbreytni í afhendingarmáta, póstsendingar kostnaðarsamar, aðgengi viðskiptavina, pólitískt umhverfi, hár inngangsþröskuldur og eiginleiki netverslunar.