In recent years, the rapid expansion of the Internet has led to numerous technological, business and social changes. Examples of such changes are the increased demand for greater Internet bandwidth, the shift from physical stores to online stores, and social acceptance and trust in using the Internet for financial transactions. As the Internet and e-commerce become more integrated into our lives, they are driving ongoing changes in the way we work and live, as mentioned above. The future of e-commerce promises to bring further changes to our lives as the Internet continues to expand and it is these possible future changes that I will discuss in more detail. The first change that is already being implemented is greater personalization on websites. The purpose of website customization and personalization is to give customers a sense of relationship between the website and the customer (see introduction, Fung, December 2008). In the past, customization was limited to just having your own user account that contained your personal information and eliminated the need to enter your information every time you wanted to purchase a good. More recent advances in consumer tracking technologies such as data mining and the use of cookies (Saxe, R. 2004), now allow websites such as Amazon to provide recommendations on items that customers might like. This is done by analyzing products that the consumer has purchased or looked at in the past and then listing possible alternatives for similar products (Weiss, R. and Mehrotra, A. 2001). Websites like Facebook offer the ability to fully customize your page and add your own applications. The ability to customize websites in this way has been made possible thanks to advances in website development...... middle of document ......ltureCode=en, accessed 12/02/09Moffatt, M. (January 2008) 'Real-Life Price Discrimination' http://economics.about.com/b/2008/01/02/real-life-price-discrimination-an-example.htm, access date 11/ 02/09Ramasastry, A (2005), Websites change prices based on customer habits, http://edition.cnn.com/2005/LAW/06/24/ramasastry.website.prices/, Access date 11/02/09Saxe, R. (2004), Website personalization using data mining techniques and active databases, http://www.rh.edu/~rhb/cs_seminar_2004/SessionF2/saxe.pdfSelvaretnam, SV (February 2009 ) “Contactless payments and mobile commerce the next big thing” ?' http://www.sda-asia.com/sda/features/psecom,id,2050,nodeid,1,_lingual,Singapore.html, accessed 14/02/09Streitfeld, D. (January 2007), 'Amazon mystery : book prices', http://articles.latimes.com/2007/jan/02/business/fi-amazon2, access date 14/02/09