Why do people shop? And why do they shop online more and more each year? This chapter explores the reasons for us all going shopping, whether that is in the real world or in the virtual one. We go shopping for things we need – sometimes. Mostly though we go shopping for things we want. Desire is a powerful motivator for shopping. So too is the need to be social – shopping is largely a leisure and social activity, so this chapter explores the importance of being with other people when we shop.