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Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine , which displays the same product's availability and pricing at different e-retailers.
As of , customers can shop online using a range of different computers and devices, including desktop computers , laptops , tablet computers and smartphones. An online shop evokes the physical analogy of buying products or services at a regular "bricks-and-mortar" retailer or shopping center ; the process is called business-to-consumer B2C online shopping. When an online store is set up to enable businesses to buy from another businesses, the process is called business-to-business B2B online shopping.
A typical online store enables the customer to browse the firm's range of products and services, view photos or images of the products, along with information about the product specifications, features and prices. Online stores typically enable shoppers to use "search" features to find specific models, brands or items.
Online customers must have access to the Internet and a valid method of payment in order to complete a transaction, such as a credit card , an Interac -enabled debit card , or a service such as PayPal. For physical products e. The largest of these online retailing corporations are Alibaba , Amazon. Alternative names for the activity are "e-tailing", a shortened form of "electronic retail " or "e-shopping", a shortened form of "electronic shopping".
An online store may also be called an e-web-store, e-shop, e-store, Internet shop, web-shop, web-store, online store, online storefront and virtual store. Mobile commerce or m-commerce describes purchasing from an online retailer's mobile device-optimized website or software application "app".
These websites or apps are designed to enable customers to browse through a companies' products and services on tablet computers and smartphones. The growth of the internet as a secure shopping channel has developed since , with the first sales of Sting album ' Ten Summoner's Tales '. Researchers found that having products that are appropriate for e-commerce was a key indicator of Internet success. But also importantly in the early days there were few shoppers online and they were from a narrow segment: Online shopping has come along way since these early days and -in the UK- accounts for significant percents depending on product category as percentages can vary.
They focused on shopping motivations and found that the variety of products available and the perceived convenience of the buying online experience were significant motivating factors. This was different for offline shoppers, who were more motivated by time saving and recreational motives. Digital High Street [5]. English entrepreneur Michael Aldrich was a pioneer of online shopping in His system connected a modified domestic TV to a real-time transaction processing computer via a domestic telephone line.
In March he launched Redifon's Office Revolution, which allowed consumers, customers, agents, distributors, suppliers and service companies to be connected on-line to the corporate systems and allow business transactions to be completed electronically in real-time.
Retailers are increasingly selling goods and services prior to availability through " pretail " for testing, building, and managing demand. Online customers must have access to the Internet and a valid method of payment in order to complete a transaction. Generally, higher levels of education and personal income correspond to more favorable perceptions of shopping online.
Increased exposure to technology also increases the probability of developing favorable attitudes towards new shopping channels.
The marketing around the digital environment, customer's buying behaviour may not be influenced and controlled by the brand and firm, when they make a buying decision that might concern the interactions with search engine, recommendations, online reviews and other information. With the quickly separate of the digital devices environment, people are more likely to use their mobile phones, computers, tablets and other digital devices to gather information.
In other words, the digital environment has a growing effect on consumer's mind and buying behaviour. In an online shopping environment, interactive decision may have an influence on aid customer decision making. Each customer is becoming more interactive, and though online reviews customers can influence other potential buyers' behaviors. Subsequently, risk and trust would also are two important factors affecting people's' behavior in digital environments.
Customer consider to switch between e-channels, because they are mainly influence by the comparison with offline shopping, involving growth of security, financial and performance-risks In other words, a customer shopping online that they may receive more risk than people shopping in stores.
There are three factors may influence people to do the buying decision, firstly, people cannot examine whether the product satisfy their needs and wants before they receive it. Secondly, customer may concern at after-sale services. Finally, customer may afraid that they cannot fully understand the language used in e-sales. Based on those factors customer perceive risk may as a significantly reason influence the online purchasing behaviour.
Online retailers has place much emphasis on customer trust aspect, trust is another way driving customer's behaviour in digital environment, which can depend on customer's attitude and expectation. Indeed, the company's products design or ideas can not met customer's expectations. Customer's purchase intension based on rational expectations, and additionally impacts on emotional trust.
Moreover, those expectations can be also establish on the product information and revision from others. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine. Once a particular product has been found on the website of the seller, most online retailers use shopping cart software to allow the consumer to accumulate multiple items and to adjust quantities, like filling a physical shopping cart or basket in a conventional store.
A "checkout" process follows continuing the physical-store analogy in which payment and delivery information is collected, if necessary. Some stores allow consumers to sign up for a permanent online account so that some or all of this information only needs to be entered once. The consumer often receives an e-mail confirmation once the transaction is complete.
Less sophisticated stores may rely on consumers to phone or e-mail their orders although full credit card numbers, expiry date, and Card Security Code , [18] or bank account and routing number should not be accepted by e-mail, for reasons of security. Online shoppers commonly use a credit card or a PayPal account in order to make payments. However, some systems enable users to create accounts and pay by alternative means, such as:.
Some online shops will not accept international credit cards. Some require both the purchaser's billing and shipping address to be in the same country as the online shop's base of operation. Other online shops allow customers from any country to send gifts anywhere.
The financial part of a transaction may be processed in real time e. Once a payment has been accepted, the goods or services can be delivered in the following ways.
Simple shopping cart systems allow the off-line administration of products and categories. The shop is then generated as HTML files and graphics that can be uploaded to a webspace. The systems do not use an online database. It is usually installed on the company's web server and may integrate into the existing supply chain so that ordering, payment, delivery, accounting and warehousing can be automated to a large extent.
Other solutions allow the user to register and create an online shop on a portal that hosts multiple shops simultaneously from one back office. Open source shopping cart packages include advanced platforms such as Interchange, and off-the-shelf solutions such as Magento , osCommerce , Shopgate , PrestaShop , and Zen Cart. Commercial systems can also be tailored so the shop does not have to be created from scratch. By using an existing framework, software modules for various functionalities required by a web shop can be adapted and combined.
Customers are attracted to online shopping not only because of high levels of convenience, but also because of broader selections, competitive pricing, and greater access to information. Designers of online shops are concerned with the effects of information load.
Information load is a product of the spatial and temporal arrangements of stimuli in the web store. Novelty involves the unexpected, suppressed, new, or unfamiliar aspects of the site. The novelty dimension may keep consumers exploring a shopping site, whereas the complexity dimension may induce impulse purchases. According to the output of a research report by Western Michigan University published in , an e-commerce website does not have to be good looking with listing on a lot of search engines.
It must build relationships with customers to make money. The report also suggests that a website must leave a positive impression on the customers, giving them a reason to come back. Dyn , an Internet performance management company conducted a survey on more than consumers across 11 countries in North America , Europe , Middle-East and Asia and the results of the survey are as follows:. These concerns majorly affect the decisions of almost two thirds of the consumers.
The most important factors determining whether customers return to a website are ease of use and the presence of user-friendly features. Methods for evaluating usability include heuristic evaluation , cognitive walkthrough, and user testing. Each technique has its own characteristics and emphasizes different aspects of the user experience.
The popularity of online shopping continues to erode sales of conventional retailers. For example, Best Buy , the largest retailer of electronics in the U. Online stores are usually available 24 hours a day, and many consumers in Western countries have Internet access both at work and at home. Other establishments such as Internet cafes, community centers and schools provide internet access as well.
In contrast, visiting a conventional retail store requires travel or commuting and costs such as gas, parking, or bus tickets, and must typically take place during business hours. Delivery was always a problem which affected the convenience of online shopping. However to overcome this many retailers including online retailers in Taiwan brought in a store pick up service. This now meant that customers could purchase goods online and pick them up at a nearby convenience store, making online shopping more advantageous to customers.
Consumers may need to contact the retailer, visit the post office and pay return shipping, and then wait for a replacement or refund. Some online companies have more generous return policies to compensate for the traditional advantage of physical stores. For example, the online shoe retailer Zappos.
In the United Kingdom, online shops are prohibited from charging a restocking fee if the consumer cancels their order in accordance with the Consumer Protection Distance Selling Act Online stores must describe products for sale with text, photos, and multimedia files, whereas in a physical retail store, the actual product and the manufacturer's packaging will be available for direct inspection which might involve a test drive, fitting, or other experimentation.
Some online stores provide or link to supplemental product information, such as instructions, safety procedures, demonstrations, or manufacturer specifications. Some provide background information, advice, or how-to guides designed to help consumers decide which product to buy. Some stores even allow customers to comment or rate their items. There are also dedicated review sites that host user reviews for different products. Reviews and even some blogs give customers the option of shopping for cheaper purchases from all over the world without having to depend on local retailers.
In a conventional retail store, clerks are generally available to answer questions. Some online stores have real-time chat features, but most rely on e-mails or phone calls to handle customer questions. Even if an online store is open 24 hours a day, seven days a week, the customer service team may only be available during regular business hours.
One advantage of shopping online is being able to quickly seek out deals for items or services provided by many different vendors though some local search engines do exist to help consumers locate products for sale in nearby stores.