Online shopping has been around for a reasonable long time but still has not been able to take over the retailing market because of reasons such as insecurity for online product. With the upcoming Black Friday, the busiest shopping day of the year in the United States, large online retailers such as Amazon.com Inc and EBay Inc. will attempt to fight for larger markets. EBay is planning a marketing technique called holiday “pop-ups” locations in New York, San Francisco and London that will let consumers scan a barcode and buy products on the spot, using mobile phones.  As for Amazon, it opened an online Black Friday deals store on Nov.1. Its site will change offers daily to keep shoppers checking in daily instead of heading to the mall. EBay’s plan will certainly be effective because it will not only raise the awareness and attract interests among customers that usually go to malls to purchase things, it will also establish trust on online products. Amazon’s plan will also work because it emphasis on the convenience of online shopping: not having to leave your chair to purchase things at the same deal and price level. Hopefully for these online retailers, their market would improve from the 5 percent of U.S. consumers who buys goods online now.