Definition of virtual mall

Internet site that mimics a department store or shopping center, enabling customers to access a variety of retailers using a shared site or site links; also called on-line mall. Whereas physical shopping malls reduce the travel and parking time required to visit different stores, virtual malls may reduce the time needed to search for various goods and establish multiple payment accounts. In some cases, there is a shared shopping cart, a single payment transaction, and centralized customer service provided by the mall host. The concept of a virtual mall is in transition, with many variations being tested, from fully integrated sites as already described to completely independent sites only offering links to other sites. Many retailers prefer independent sites in order to control their brand image and the quality of the customer relationship.