I hate shopping, particularly for clothes. There are far too many mirrors involved for my liking. But I am aware that some people, usually female, derive great satisfaction from so-called retail therapy.

There are some amongst them that feel the internet is somehow reducing this pleasure now that it is possible to order just about anything a human can desire online and have it delivered to their door.

They will argue that online shopping removes the tactile pleasure of handling physical goods and the instant gratification only a hunter feels when carrying his trophies home.

No one will deny the convenience of online, but is it really killing the pleasure of shopping for those who still wish to seek it? Before answering the question, we must first analyse where that pleasure is derived. This would be a purely academic exercise for me if I didn't live with a professional shopper who, for the purposes of this study, shall be known as 'Dawn'.

Dawn often insists I join her on her shopping missions, although after an hour or two she usually wishes she had not. However on last Saturday's trip, I tried extra hard not to affect the pleasure she derived.

The first premise, that I want to dismiss, is that online ruins a perfectly good day out. Although finding city centre parking or using public transport may appeal to those with a more combative nature, most of us get enough of that commuting to work during the week. But perhaps the journey is worth it given the service and bargain-rich environment that will be on offer? But if shopping pleasure is derived from finding bargains, surely online cannot be beaten? And if the knowledge and opinion of the shop assistants is so valuable, why not email them?

And we are assuming the shop assistant is indeed more help than hindrance. It is a dubious pleasure to be patronised by someone whose knowledge is so much greater than your own or to have to interact with someone too stupid to risk concentrating on anything other than breathing.

Whereas online, there is no boutique you're too un-cool to go into, and no trendy youth to tell you to your face that "they don't make that in your size".

It's true that even I wouldn't buy clothes without trying them on first. But researching online helps keep this activity to a minimum. All items can be located and prior spouse approval gained before a ten-minute trip for fitting.

Even for those who like their shopping up close and personal, the internet can arm them with the ultimate shopping weapon: information. Not only on where to find more exclusive items, but which shop has the best price, too.

This activity is not limited to Saturdays either. Online discovery of things that can be exchanged for money is a 24x7 activity, especially for Dawn.

If retail therapy is about getting what you want for the price you want, or even about discovering things you might want, online must surely enhance this pleasure, even if you ultimately make the purchase in-store.

* Chris Tomlinson is head of digital at WAA (waa.co.uk). Email chris.tomlinson@waa.co.uk