From Peddlers to Pixels: The Evolution of Shopping

Today, it seems obvious that if you want to buy something, you search for it online. Then you either grab it from a pickup locker or get interrupted mid-meeting by a courier at your door. But things weren’t always this easy. Before the web, sellers had plenty of ways to reach you right at home—or anywhere outside a traditional store.

In this article, we’ll explore some once-popular sales channels that ecommerce has mostly replaced. These tactics still hang on for a few less tech-savvy folks, but businesses relying on them have either closed or gone digital. Now, everyone’s chasing sales through social media ads, and customers can browse thousands of online stores, weighing options like never before.

Door-to-door sales

Remember Edward Scissorhands? The Avon Lady finding Edward during her suburban rounds? If that film were set today, she’d be a rare sight—Avon Ladies are nearly a thing of the past. Door-to-door salespeople, or peddlers, go way back, wandering the streets with goods or services to sell.

In the 20th century, they’d visit pensioners or stay-at-home spouses during the day, offering demos right in your living room. The perk? Convenience—no travel, no browsing, just buy what’s brought to your door. Avon’s “Ding Dong, Avon Calling” was their catchy slogan from the 50s to 70s. But as more families needed two incomes, their audience shrank. Avon’s even facing bankruptcy this year. In Europe, some countries now ban door-to-door sales for being too pushy, so sellers often meet customers at cafés instead.

Sales parties and presentations

What if door-to-door took too long? That’s where sales parties and presentations came in—pitching to a group all at once. Tupperware nailed this, with reps hosting home parties for friends and family to showcase their containers. The cozy setting was perfect for demoing household goodies.

Tupperware filed for bankruptcy this year, hit by declining sales—they only started selling in Target in 2022. There were also trade presentations or sales trips, where businesses treated potential buyers to events (sometimes with lodging or entertainment) built around a product pitch. In some places, these got a bad name for pushy tactics—think pressure to sign dodgy installment plans. Now they’re either tightly regulated or outlawed.

Order catalogs and direct mail

Businesses could also reach you through your mailbox with flyers, samples, or full catalogs. Order catalogs were huge—thick magazines stuffed with clothes, electronics, and more. They’d land in your mailbox, and you’d order by phone or mail.

In the U.S., Williams-Sonoma offered fancy kitchen gear, while L.L. Bean catered to outdoorsy types. In Europe, catalogs like Quelle and Neckermann faded—Quelle went bankrupt in 2009, then relaunched online, and Neckermann shut down in 2012.

IKEA’s catalog was the king, printing over 220 million copies a year at its peak.

They discontinued it in 2021, citing the environment and the shift to online shopping.

Shopping channels

For a laid-back shopping fix, there were TV shopping channels (or teleshopping in the UK). Infomercials ran on dedicated channels or off-peak slots, often made by the same companies selling the products. They’d start with a relatable struggle—like failing to cook the perfect eggs—then swoop in with the “ultimate” solution, pushing “call now” deals.

Products often boasted “As Seen on TV” labels, as if that guaranteed quality. Think of it like today’s “As Seen on TikTok”—same hype, different screen.

Ecommerce is here to stay

Today’s online stores, like those on Shopify, have taken over these old channels. Ecommerce lets businesses reach wider audiences, target ads better, and personalize the experience. Customers dodge pushy salespeople and junk mail (well, the physical kind), enjoying a huge selection online. No waiting for a catalog or a knock—just shop whenever, wherever.