With the introduction of smart phones the modern world has evolved drastically. Technology has filtered into almost every aspect of our lives and now shopping is no exception.
By September 2014 almost half of retail sales were influenced by digital, for example through social media posts. That is why retail real estate giant Westfield UK is investing heavily in digital shopping.
Photo booths which allow people to instantly upload their looks to social media, virtual reality headsets which transport shoppers into different worlds and virtual mirrors that allow you to try on clothes without actually wearing them - are all new ideas in modern digital shopping.
With all this development there is much to think about legally, intellectual property rights over the technology, planning permission to alter stores and data protection laws. The question is, is the law moving quick enough to keep up?
"Technology is transforming the shopping habits of the customer," says Myf Ryan, director of marketing at Westfield UK & Europe "They are demanding much more from their shopping experience. They want it to be much more personalised."