shopping

1. INTRODUCTION:-
SHOPPING:-
Shopping is an activity in which a customer browses the available
goods or services presented by one or more retailers with the
potential intent to purchase a suitable selection of them. A typology
of shopper types has been developed by scholars which identifies one
group of shoppers as recreational shoppers, that is, those who enjoy
shopping and view it as a leisure activity.
Shopping is an essential part of modern life. So, it makes for a great
creative writing topic! Perhaps your children are writing about
shopping and struggling for ideas. If so, don't worry! We've put
together some helpful ideas and prompts for them to help
beat writer's block. Shopping refers to any time that a customer
browses products or services from one or more sellers, with the
intention of buying something.
For centuries, people have shopped in marketplaces, shopping malls
or high streets. In previous times, shopping was done out of necessity
because not everybody had the resources to produce food
themselves. So, people would buy crops from farmers, bread from
bakers, and so on.
Today, however, shopping has developed into a world of its own. Lots
of people see shopping as more than just a necessity. It’s now
commonly thought of as a fun activity to do with friends or family.

2. Even though many people still flock to town centres to shop in person,
the rise of online shopping has made commerce easier than ever
before. You can now buy almost anything and have it delivered right
to your door at the touch of a button. Whilst this is very convenient
(particularly if you need something that might be hard to find), lots of
people have ethical concerns about modern shopping culture.
ONLINE SHOPPING:-
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 or a mobile app. 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 2020, 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 usually 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

3. transaction, such as a credit card, an Interac-enabled debit card, or a
service such as PayPal. For physical products (e.g., paperback books or
clothes), the e-tailer ships the products to the customer; for digital
products, such as digital audio files of songs or software, the e-tailer
usually sends the file to the customer over the Internet.
In simple words, online shopping is a unique form of electronic
commerce (known as ecommerce) which connects customers and
sellers on all corners of the internet with the use of a web browser.
Today, it is not uncommon to come across online stores that present a
range of products, along with specifications, features, photos and
prices to prospective customers.
As a result there are two forms an online shop could take. First is as a
B2C store which connects business-to-customers. Second is as a B2B
online store which connects business-to-business. Either way, every
human with access to the Worldwide Web has engaged in
online shopping.
Despite the convenience, not everyone chooses to purchase items
and services online. Some people like the idea of physically going to a
store and experiencing the shopping process. They like to touch the
merchandise, try on clothing, and be around other people. Online
shopping doesn't permit shoppers to touch products or have any
social interaction, and it also doesn't allow them to take the
merchandise home the same day they buy it.

4. HISTORY OF ONLINE SHOPPING
Electronic shopping was invented by an English inventor called
Michael Aldrich. In 1979, he invented the earliest form of e-commerce
which allowed online transaction processing between business and
customers, as well as between business and business.
The invention of the first ever web browser, i.e. the World Wide Web
in 1990 is the second major proponent of online shopping. Without
an interconnected internet, there would be no online marketplace at
all. We owe this marvellous invention called the ‘WWW’ to Tim
Berners Lee. That man is the major reason why millions of people
have access to the internet which hosts numerous e-commerce
platforms.
After the establishment of these two very important platforms, the
expansion of online shopping was only imminent. In 1994, Netscape
developed an encryption-based internet security protocol called SSL –
or Secure Sockets Layer. Just ask any ecommerce owner how
important an SSL certificate is for business.
Okay, we’ll break it down here. You see, an SSL makes it difficult or
impossible for the exchange of information on the internet to be
intercepted. When buying something online, you are required to send
sensitive details directly to the online shop. This means that you’re
sending private information like credit card details routers to servers.
SSL ensures your data isn’t stored by any crooked servers on
transmission.
Because of its security, SSL is always required for basically all financial
transactions online.
1995 welcomed the biggest transformation of online shopping. The
first online marketplaces were established. First came Amazon.com,

5. arguably the biggest online marketplace launched by Jeff Bezos—yup,
the richest man in the world as of 2019 with an estimated net worth
of $115 billion.
Can’t be a monopoly, so eBay.com joined the party. At the time eBay
was called Action Web—good thing they changed the name.
All these online marketplaces with no reliable payment gateway. It is
1998, PayPal gets a full swing at the online payment system niche;
quickly becomes a success.
Once a dream, online shopping was now taking shape. Jack Ma, a
failure in many things launched a very prominent Chinese marketplace
in 1999 called Alibaba.com. You know the one.
At the turn of the 21st century in 2000, Google launched Adwords, an
advertising service that allows sellers to place adverts in Google
search results related to viewers’ search preference. In other words,
Google connected sellers to buyers on a greater scale.
Another subtle yet huge idea changed the world of online shopping
forever. In 2004, Shopify, a prominent online storefront service made
it possible for low-capital sellers to set up online stores. Shopify is to
online stores as WordPress is to websites.
In 2006, PayPal launched a new way for people to exchange money
and buy things they want online directly from their cell phones.
As of 2020, it’s clear to see that the entire internet is now a virtual
shopping mall. With people choosing to carry out trades on
Instagram, Whatsapp and Facebook, it’s safe to say that we are in the
online shopping era.
For centuries, people have shopped in marketplaces, shopping malls
or high streets. In previous times, shopping was done out of necessity
because not everybody had the resources to produce food

6. themselves. So, people would buy crops from farmers, bread from
bakers, and so on.
Today, however, shopping has developed into a world of its own. Lots
of people see shopping as more than just a necessity. It’s now
commonly thought of as a fun activity to do with friends or family.
Even though many people still flock to town centres to shop in person,
the rise of online shopping has made commerce easier than ever
before. You can now buy almost anything and have it delivered right
to your door at the touch of a button. Whilst this is very convenient
(particularly if you need something that might be hard to find), lots of
people have ethical concerns about modern shopping culture.

7. REVIEWS ON ONLINE SHOPPING:-
When you go to make an online purchase, what’s the first thing you
do? In an ecommerce-driven world where customers can’t physically
experience products before purchasing, many consumers turn to
online product reviews.
As online review sites such as Yelp! and Facebook have expanded,
finding an opinion on just about anything is only a few clicks away. The
proliferation of reviews has even gone so far as to shape how
businesses are perceived online.
As Chris Anderson, businessman and current head of TED, puts it,
“Your brand isn’t what you say it is — it’s what Google says it is.”
For any company that exists in the digital space, online reviews are
critically important when it comes to winning business and
maintaining a positive reputation.
Who is Reading Online Reviews?
In today’s web-based world, virtually everyone is reading online
reviews. In fact, 91% of people read them and 84% trust them as
much as they would a personal recommendation. The effects of
reviews are measurable, too.
The average customer is willing to spend 31% more on a retailer that
has excellent reviews.

8. Negative reviews can carry as much weight as positive ones. One
study found that 82% of those who read online reviews specifically
seek out negative reviews.
That may sound alarming — this stat only emphasizes that negative
reviews aren’t going unnoticed — but there are some benefits:
Research indicates that users spend five times as long on sites when
interacting with negative reviews, with an 85% increase in conversion
rate.
Customers like to see lots of reviews. A single review with a few
positive words makes up an opinion, but a few dozen that say the
same thing make a consensus. The more reviews, the better, and one
study found that consumers want to see at least 40 reviews to justify
trusting an average star rating. However, a few reviews are still better
than no reviews.
One study found that, on average, products are 270% more likely to
sell with as few as five reviews.
With the vast array of review sites and the level of trust most
consumers have in reviews, it’s a safe assumption that virtually
everyone considering your products, no matter your target
demographic, industry, or market, is reading online reviews before
making a purchase.
Online Reviews are Essential for Your Online Store

9. Online reviews can reveal a lot about your online store. A wealth of
positive words can have a measurable impact on your sales, driving
purchases and creating a base of consumers who will stand behind
you and your product. These key points outline the benefits that make
online reviews are essential for your online store.
1. Drive sales.
Social proof refers to the psychological phenomenon in which people
make judgments and decisions based on the collective actions of
others. In this case, reading positive reviews from other people who
made similar purchases drives confidence that buying a well-reviewed
item is a good choice.
In essence, people want proof from other consumers that a product
or service is worthwhile, not just biased advertising from brands.
Reviews are trusted 12 times more than other marketing materials,
demonstrating that social proof is a powerful force.
2. Build trust.
The global ecommerce market reached nearly $3.5 trillion in 2019.
There are countless brands in every category, but without a way to
verify quality and reliability, it’s hard to know who to trust.
While handling a product is the best way to gauge quality, reviews can
be the next best thing for businesses that exist solely in the
ecommerce space. Reading dozens of reviews that indicate good
quality and services create an online reputation that customers can

10. trust. In fact, customers are 63% more likely to trust and buy from a
company with reviews.
3. Contribute to SEO efforts.
Ranking high in the SERPs is a goal for most businesses. However,
building an SEO-friendly web presence can take a lot of time and
energy. Fortunately, customer reviews can further your mission
without you lifting a finger.
Most customers use keywords, like the name of the products, in their
reviews, adding more content on the internet associated with you.
That can benefit you twofold: your name is more likely to appear
when web users search keywords related to your store, and they’re
most likely to see your positive reviews.
4. Aid customer decision-making.
When purchasing online, the customer decision-making process
becomes a lot more complicated. As such, most shoppers put a lot
more time and energy into evaluating products, reading reviews, and
comparing items with one another before pulling the trigger.
Reviews are key to the decision-making process, helping customers to
get a better idea about the product, including material, size, and
shape. For example, a product may look too small to meet consumer
needs in a picture, but customer reviews that address size more
accurately can put a wary shopper at ease.

11. 5. Enable problem-solving.
Not all reviews are positive and, believe it or not, that’s okay. No
business is perfect, and reviews can help you identify pain points in
need of improvement. Some negative reviews misinterpreted a
situation or have been written by an angry customer.
Still, if you see multiple negative reviews with similar complaints, you
may have a problem worth addressing. If 15 different reviews praise
your products but disparage your clunky checkout process, for
example, it may be time to invest in creating a smoother, more
efficient purchase process.
An astounding 94% of online consumers have been dissuaded from
shopping based on negative reviews, so remedying the problematic
trends you see can definitely be beneficial.
Maximize The Benefits of Online Reviews
The value in online reviews is quite clear, but understanding why
reviews are a benefit and how to leverage them to your advantage are
two different things. These tips can help you maximize the benefits of
what online reviews can do for you.
1. Increase brand awareness.

12. Ideally, your brand will exist in as many places as possible on the web
so customers will know your name, who you are, and what you do.
Reviews across many sites can do the heavy lifting for you, increasing
your presence organically. For example, strong reviews on Yelp! can
ensure your brand comes up at the top of the list when customers
search for companies in your industry.
2. Identify keywords for your products and services.
You probably have keywords in mind for your business, but that
doesn’t mean the words and phrases you associate with your
company are the same ones that your customers would use. By
reading reviews, you can tap into the words and phrases most
commonly used by your consumers and fine tune the keywords you
use in your SEO campaigns accordingly.
3. Highlight positive reviews with PR and influencer campaigns.
When you have positive reviews, showing them off is powerful.
Instead of making claims that your products are great, let your reviews
do the talking for you. Featuring reviews on your page, in press
releases, in marketing content, or, if your budget allows, in advertising
promoted by influencers, can be a perfect way to ensure that your
positive reputation is widespread.
6 Tactics for Receiving Online Reviews

13. In many cases, customer reviews will come naturally over time, but
that doesn’t mean you can’t speed up the process. By employing
tactics to receive online reviews, you can increase the number of
customers who leave feedback.
1. Ask for a review.
Want reviews? Just ask. Sometimes, getting a customer to leave a
review is as simple as asking for one. Whether on your checkout page,
as a pop-up after making a purchase, or as an email request after item
delivery has been confirmed, simply requesting feedback can make a
big difference.
Larq sends follow-up emails asking customers what they think about
their new water bottles. Some storefronts take this a step further by
including QR codes, links to Yelp! pages, or fillable forms to eliminate
all labor on the part of the consumer.
2. Make it easy for customers to leave a review.
If you make your customers jump through hoops to leave you a
review, it’s unlikely you’re going to get much feedback. Instead, make
it as easy as possible. Include links to your Facebook, Google My
Business, and Yelp! pages in marketing emails and on your webpage.
Also, consider adding a simple review submission form, similar to Pink
Lily, on the bottom of your website and product pages so customers
are able to leave notes without leaving your site.

14. Even a simple “Thanks!” can go a long way in ensuring a customer
feels cared about. When new customers see that you’re reading and
acknowledging feedback, they’ll be more likely to contribute their
thoughts, too.
Responding to reviews shouldn’t be limited to positive notes. One
study found that business follow-ups after leaving a negative review
resulted in 34% of customers deleting their negative reviews entirely.
6. Automate the ask.
Asking for reviews doesn’t have to be a manual process. By
establishing an automated email that goes out a week or so after a
purchase, you can contact customers for review requests while your
products are still fresh in their minds. You can also use cookies to track
website visitors and generate pop-ups accordingly. These kinds of
tactics require little effort on your part but can still result in big
rewards.
Earn Online Reviews on the Most Authoritative Review Sites
Good reviews are great, but some are more valuable than others.
Consumers appreciate reading all reviews, but those on third-party
sites that can’t be manipulated often carry more clout than those on
sites businesses own. Sites like Google, Yelp!, and Facebook reviews
are the most valuable to consumers, providing feedback that’s
associated with real accounts linked to actual identities.

15. These are the most useful resources for collecting online reviews.
1. Google reviews.
Google is seen as an authority in all things web, and that includes
reviews. Google My Business is a valuable source of information,
offering everything from contact details to hours of operation to
millions of web users, and the reviews section is beneficial as well.
Easy to access and tied to individual businesses in a way that
eliminates confusion, Google reviews can be among the most
meaningful for your reputation as a retailer.
Due to the role reviews play in Google’s algorithms, Google reviews
are arguably among the most crucial avenues available. As previously
mentioned, Google takes reviews into account in determining search
engine rankings, with reviews comprising around 9% of the total
formula.
2. Yelp! reviews.
A top name used for businesses of all shapes and sizes, Yelp! has been
a critical player in the review market for over 15 years. While the site
has been the source of controversy with claims that positive reviews
are deleted if businesses don’t agree to advertise on Yelp!, it’s still one
of the most trusted names in the game.
Unlike Google and Facebook, which show all reviews, Yelp! uses a
proprietary algorithm to favor some reviews over others, hiding the

16. remainder under a small heading at the bottom of the page that reads
“reviews that aren’t currently recommended.” This in itself gives
weight to reviews written by people with a strong site presence or
constructive information to share, rather than new accounts with
responses of only a word or two.
Regardless of how businesses feel about how the site operates, Yelp!
reviews carry a lot of sway in the online community — a single star
increase can lead to as much as a 9% boost in revenue. Conversely,
weak Yelp! reviews can be a serious detriment, with businesses under
a three-star rating feeling the pinch.
3. Facebook reviews.
Facebook’s long-standing review program has seen some recent
changes, which has resulted in a gradual shift from standard reviews
to feedback integration. It lets Facebook users review as usual while
also making recommendations that speak to business’ strengths.
According to Facebook, the system works. Roughly two in three
Facebook users visit a local business page at least once a week, and
one in three makes use of the review and recommendation system to
influence buying decisions.
For a while, Facebook has allowed users to solicit recommendations,
but these findings are now visible on the individual pages of the
company. They provide an extra layer of detail to how businesses are
viewed online, giving Facebook users an additional perspective that
can inform buying decisions.

17. 4. Niche online reviews.
While not as common as the big players, some ecommerce operations
in niche markets — those specific to fandoms, for example — may
also find value in smaller online outlets specific to consumers.
Everything from forums to Reddit to personal blogs can function as a
source of reviews for those in smaller markets, and in many cases,
these kinds of posts can be far more valuable.
Small businesses may get lost in the hubbub of Google or Yelp! but
can shine in a specialty space. Fans of Harry Potter, for example, may
not make much headway on Facebook, but they are likely to find far
more value in a write-up about your Potterhead store on a fantasy
forum.
Soliciting reviews on these kinds of niche sites can be a little more
challenging, especially for those used to relying on the obvious review
sources for information, but it’s not impossible. Instead of generally
asking for reviews, be more specific with requests. Provide links to
profiles on places like industry pages, Reddit AMAs, or specialty
forums, specifically for the analysis of pop-up requests or emails, to
see the kind of feedback that will mean the most to your business.
Conclusion
Online reviews are an effective word of mouth marketing strategy in
the digital age, providing outside perspectives on products and
services. While positive reviews can drive revenue and build a

18. trustworthy reputation, negative reviews or the absence of reviews
can do the opposite. Understanding the importance of reviews as well
as how to leverage them to boost your business can be a critical way
to get ahead in the competitive ecommerce marketplace, positioning
yourself miles ahead of the competition.
RESEARCH ON ONLINE SHOPPING
A study on factors limiting online shopping behaviour of consumers
A study on factors limiting online shopping behaviour of consumers
Purpose
This study aims to investigate consumer behaviour towards online
shopping, which further examines various factors limiting consumers
for online shopping behaviour. The purpose of the research was to
find out the problems that consumers face during their shopping
through online stores.
A quantitative research method was adopted for this research in
which a survey was conducted among the users of online shopping
sites.
Findings
As per the results total six factors came out from the study that
restrains consumers to buy from online sites – fear of bank
transaction and faith, traditional shopping more convenient than

19. online shopping, reputation and services provided, experience,
insecurity and insufficient product information and lack of trust.
Research limitations/implications
This study is beneficial for e-tailers involved in e-commerce activities
that may be customer-to-customer or customer-to-the business.
Managerial implications are suggested for improving marketing
strategies for generating consumer trust in online shopping.
Originality/value
In contrast to previous research, this study aims to focus on
identifying those factors that restrict consumers from online
shopping.
e may reproduce, distribute, translate and create derivative works of
this article (for both commercial and non-commercial purposes),
subject to full attribution to the original publication and authors. The
full terms of this licence may be seen at.
Today, people are living in the digital environment. Earlier, internet
was used as the source for information sharing, but now life is
somewhat impossible without it. Everything is linked with the World
Wide Web, whether it is business, social interaction or shopping.
Moreover, the changed lifestyle of individuals has changed their way
of doing things from traditional to the digital way in which shopping is
also being shifted to online shopping.
Online shopping is the process of purchasing goods directly from a
seller without any intermediary, or it can be referred to as the activity
of buying and selling goods over the internet. Online shopping deals
provide the customer with a variety of products and services, wherein

20. customers can compare them with deals of other intermediaries also
and choose one of the best deals for them.
As per Statista-The Statistics Portal, the digital population worldwide
as of April 2020 is almost 4.57 billion people who are active internet
users, and 3.81 billion are social media users. In terms of internet
usage, China, India and the USA are ahead of all other countries.
The number of consumers buying online and the amount of time
people spend online has risen. It has become more popular among
customers to buy online, as it is handier and time-saving (Huseynov
and Yildirim, 2016; Mittal, 2013). Convenience, fun and quickness are
the prominent factors that have increased the consumer’s interest in
online shopping (Lennon et al., 2008). Moreover, busy lifestyles and
long working hours also make online shopping a convenient and time-
saving solution over traditional shopping. Consumers have the
comfort of shopping from home, reduced traveling time and cost and
easy payment. Furthermore, price comparisons can be easily done
while shopping through online mode. According to another study, the
main influencing factors for online shopping are availability, low
prices, promotions, comparisons, customer service, user friendly, time
and variety to choose from (Jadhav and Khanna, 2016). Moreover,
website design and features also encourage shoppers to shop on a
particular website that excite them to make the purchase.
Online retailers have started giving plenty of offers that have
increased the online traffic to much extent. Regularly online giants like
Amazon, Flipkart, AliExpress, etc. are advertising huge discounts and
offers that are luring a large number of customers to shop from their
websites. Companies like Nykaa, MakeMyTrip, Snapdeal, Jabong, etc.
are offering attractive promotional deals that are enticing the
customers.
Despite so many advantages, some customers may feel online
shopping risky and not trustworthy. The research proposed that there

21. is a strong relationship between trust and loyalty, and most often,
customers trust brands far more than a retailer selling that brand
(Bilgihan, 2016; Chaturvedi et al., 2016). In the case of online
shopping, there is no face-to-face interaction between seller and
buyer, which makes it non-socialize, and the buyer is sometimes
unable to develop the trust (George et al., 2015). Trust in the e-
commerce retailer is crucial to convert potential customer to actual
customer. However, the internet provides unlimited products and
services, but along with those unlimited services, there is perceived
risk in digital shopping such as mobile application shopping, catalogue
or mail order (Tsiakis, 2012; Forsythe et al., 2006; Aziz and Wahid,
2018).
Literature review
A marketer has to look for different approaches to sell their products
and in the current scenario, e-commerce has become the popular way
of selling the goods. Whether it is durable or non-durable, everything
is available from A to Z on websites. Some websites are specifically
designed for specific product categories only, and some are selling
everything.
The prominent factors like detailed information, comfort and relaxed
shopping, less time consumption and easy price comparison influence
consumers towards online shopping (Agift et al., 2014). Furthermore,
factors like variety, quick service and discounted prices, feedback from
previous customers make customers prefer online shopping over
traditional shopping (Jayasubramanian et al., 2015). It is more
preferred by youth, as during festival and holiday season online
retailers give ample offers and discounts, which increases the online
traffic to a great extent (Karthikeyan, 2016). Moreover, services like
free shipping, cash on delivery, exchange and returns are also luring
customers towards online purchases.

22. More and more people are preferring online shopping over traditional
shopping because of their ease and comfort. A customer may have
both positive and negative experiences while using an online medium
for their purchase. Some of the past studies have shown that although
there are so many benefits still some customers do not prefer online
as their basic medium of shopping.
While making online purchase, customers cannot see, touch, feel,
smell or try the products that they want to purchase (Katawetawaraks
and Wang, 2011; Al-Debei et al., 2015), due to which product is
difficult to examine, and it becomes hard for customers to make
purchase decision. In addition, some products are required to be tried
like apparels and shoes, but in case of online shopping, it is not
possible to examine and feel the goods and assess its quality before
making a purchase due to which customers are hesitant to buy
(Katawetawaraks and Wang, 2011; Comegys et al., 2009). Alam and
Elaasi (2016) in their study found product quality is the main factor,
which worries consumer to make online purchase. Moreover, some
customers have reported fake products and imitated items in their
delivered orders (Jun and Jaafar, 2011). A low quality of merchandise
never generates consumer trust on online vendor. A consumer’s lack
of trust on the online vendor is the most common reason to avoid e-
commerce transactions (Lee and Turban, 2001). Fear of online theft
and non-reliability is another reason to escape from online shopping
(Karthikeyan, 2016). Likewise, there is a risk of incorrect information
on the website, which may lead to a wrong purchase, or in some
cases, the information is incomplete for the customer to make a
purchase decision (Liu and Guo, 2008). Moreover, in some cases, the
return and exchange policies are also not clear on the website.
According to Wei et al. (2010), the reliability and credibility of e-
retailer have direct impact on consumer decision with regards to
online shopping.

23. Limbu et al. (2011) revealed that when it comes to online retailers,
some websites provide very little information about their companies
and sellers, due to which consumers feel insecure to purchase from
these sites. According to other research, consumers are hesitant, due
to scams and feel anxious to share their personal information with
online vendors (Miyazaki and Fernandez, 2001; Limbu et al., 2011).
Online buyers expect websites to provide secure payment and
maintain privacy. Consumers avoid online purchases because of the
various risks involved with it and do not find internet shopping
secured (Cheung and Lee, 2003; George et al., 2015; Banerjee et al.,
2010). Consumers perceive the internet as an unsecured channel to
share their personal information like emails, phone and mailing
address, debit card or credit card numbers, etc. because of the
possibility of misuse of that information by other vendors or any other
person (Lim and Yazdanifard, 2014; Kumar, 2016; Alam and Yasin,
2010; Nazir et al., 2012). Some sites make it vital and important to
share personal details of shoppers before shopping, due to which
people abandon their shopping carts (Yazdanifard and Godwin, 2011).
About 75% of online shoppers leave their shopping carts before they
make their final decision to purchase or sometimes just before making
the payments (Cho et al., 2006; Gong et al., 2013).
Moreover, some of the customers who have used online shopping
confronted with issues like damaged products and fake deliveries,
delivery problems or products not received (Karthikeyan, 2016;
Kuriachan, 2014). Sometimes consumers face problems while making
the return or exchange the product that they have purchased from
online vendors (Liang and Lai, 2002), as some sites gave an option of
picking from where it was delivered, but some online retailers do not
give such services to consumer and consumer him/herself has to
courier the product for return or exchange, which becomes
inopportune. Furthermore, shoppers had also faced issues with
unnecessary delays (Muthumani et al., 2017). Sometimes, slow

24. websites, improper navigations or fear of viruses may drop the
customer’s willingness to purchase from online stores
(Katawetawaraks and Wang, 2011). As per an empirical study done by
Liang and Lai (2002), design of the e-store or website navigation has
an impact on the purchase decision of the consumer. An online
shopping experience that a consumer may have and consumer skills
that consumers may use while purchasing such as website knowledge,
product knowledge or functioning of online shopping influences
consumer behaviour (Laudon and Traver, 2009).
From the various findings and viewpoints of the previous researchers,
the present study identifies the complications online shoppers face
during online transactions, as shown in Figure 1. Consumers do not
have faith, and there is lack of confidence on online retailers due to
incomplete information on website related to product and service,
which they wish to purchase. Buyers are hesitant due to fear of online
theft of their personal and financial information, which makes them
feel there will be insecure transaction and uncertain errors may occur
while making online payment. Some shoppers are reluctant due to the
little internet knowledge. Furthermore, as per the study done by
Nikhashem et al. (2011), consumers unwilling to use internet for their
shopping prefer traditional mode of shopping, as it gives roaming
experience and involves outgoing activity.
Several studies have been conducted earlier that identify the factors
influencing consumer towards online shopping but few have
concluded the factors that restricts the consumers from online
shopping. The current study is concerned with the factors that may
lead to hesitation by the customer to purchase from e-retailers. This
knowledge will be useful for online retailers to develop customer
driven strategies and to add more value product and services and
further will change their ways of promoting and advertising the goods
and enhance services for customers.
Research methodology

25. This study aimed to find out the problems that are generally faced by
a customer during online purchase and the relevant factors due to
which customers do not prefer online shopping. Descriptive research
design has been used for the study. Descriptive research studies are
those that are concerned with describing the characteristics of a
particular individual or group. This study targets the population drawn
from customers who have purchased from online stores.
Most of the respondents participated were post graduate
students and and educators. The total population size was indefinite
and the sample size used for the study was 158. A total of 170
questionnaires were distributed among various online users, out of
which 12 questionnaires were received with incomplete responses
and were excluded from the analysis. The respondents were selected
based on the convenient sampling technique. The primary data were
collected from Surveys with the help of self-administered
questionnaires. The close-ended questionnaire was used for data
collection so as to reduce the non-response rate and errors. The
questionnaire consists of two different sections, in which the first
section consists of the introductory questions that gives the details of
socio-economic profile of the consumers as well as their behaviour
towards usage of internet, time spent on the Web, shopping sites
preferred while making the purchase, and the second section consist
of the questions related to the research question. To investigate the
factors restraining consumer purchase, five-point Likert scale with
response ranges from “Strongly agree” to “Strongly disagree”, with
following equivalencies, “strongly disagree” = 1, “disagree” = 2,
“neutral” = 3, “agree” = 4 and “strongly agree” = 5 was used in the
questionnaire with total of 28 items. After collecting the data, it was
manually recorded on the Excel sheet. For analysis socio-economic
profile descriptive statistics was used and factors analysis was
performed on SPSS for factor reduction.

26. Data Analysis and Interpretation
The primary data collected from the questionnaires was completely
quantified and analysed by using Statistical Package for Social Science
(SPSS) version 20. This statistical program enables accuracy and makes
it relatively easy to interpret data. A descriptive and inferential
analysis was performed. This represents the results of socio-economic
status of the respondents along with some introductory questions
related to usage of internet, shopping sites used by the respondents,
amount of money spent by the respondents and products mostly
purchased through online shopping sites.
According to the results, most (68.4%) of the respondents were
belonging to the age between 21 and 30years followed by
respondents who were below the age of 20years (16.4%) and the
elderly people above 50 were very few (2.6%) only. Most of the
respondents who participated in the study were females (65.8)% who
shop online as compared to males (34.2%). The respondents who
participated in the study were students (71.5%), and some of them
were private as well as government employees. As per the results,
most (50.5%) of the people having income below INR15,000 per
month who spend on e-commerce websites. The results also showed
that most of the respondents (30.9%) spent less than 5h per week on
internet, but up to (30.3%) spend 6–10h per week on internet either
on online shopping or social media. Majority (97.5%) of them have
shopped through online websites and had both positive and negative
experiences, whereas 38% of the people shopped 2–5 times and
36.7% shopped more than ten times. Very few people (12%), shopped
only once. Most of the respondents spent between INR1,000–
INR5,000 for online shopping, and few have spent more than
INR5,000 also.
As per the results, the most visited online shopping sites was
amazon.com (71.5%), followed by flipkart.com (53.2%). Few

27. respondents have also visited other e-commerce sites like eBay,
makemytrip.com and myntra.com. Most (46.2%) of the time people
purchase apparels followed by electronics and daily need items from
the ecommerce platform. Some of the respondents have purchased
books as well as cosmetics, and some were preferring online sites for
travel tickets, movie tickets, hotel bookings and payments also.
Factor analysis
To explore the factors that restrict consumers from using e-commerce
websites factor analysis was done, as shown in Table 3. A total of 28
items were used to find out the factors that may restrain consumers
to buy from online shopping sites, and the results were six factors.
The Kaiser–Meyer–Olkin (KMO) measure, as shown in Table 2, in this
study was 0.862 (>0.60), which states that values are adequate, and
factor analysis can be proceeded. The Bartlett’s test of sphericity is
related to the significance of the study and the significant value is
0.000 (<0.05) as shown in Table 2.
The analysis produced six factors with eigenvalue more than 1, and
factor loadings that exceeded 0.30. Moreover, reliability test of the
scale was performed through Cronbach’s α test. The range of
Cronbach’s α test came out to be between 0.747 and 0.825 which
means (α > 0.7) the high level of internal consistency of the items
used in survey.
Factor 1 – The results revealed that the “fear of bank transaction and
faith” was the most significant factor, with 29.431% of the total
variance and higher eigenvalue, i.e. 8.241. The six statements loaded
on Factor 1 highly correlate with each other. The analysis shows that
some people do not prefer online shopping because they are scared
to pay online through credit or debit cards, and they do not have faith

28. over online vendors. “Traditional shopping is convenient than online
shopping” has emerged as a second factor which explicates 9.958% of
total variance. It has five statements and clearly specifies that most of
the people prefer traditional shopping than online shopping because
online shopping is complex and time-consuming.
Third crucial factor emerged in the factor analysis was “reputation
and service provided”. It was found that 7.013% of variations
described for the factor. Five statements have been found on this
factor, all of which were interlinked. It clearly depicts that people only
buy from reputed online stores after comparing prices and who
provide guarantee or warrantee on goods.
Factor 4 – “Experience” was another vital factor, with 4.640% of the
total variance. It has three statements that clearly specifies that
people do not go for online shopping due to lack of knowledge and
their past experience was not good and some online stores do not
provide EMI facilities.
Factor 5 – Fifth important factor arisen in the factor analysis was
“Insecurity and Insufficient Product Information” with 4.251% of the
total variance, and it has laden five statements, which were closely
intertwined. This factor explored that online shopping is not secure as
traditional shopping. The information of products provided on online
stores is not sufficient to make the buying decision.
Factor 6 – “Lack of trust” occurred as the last factor of the study,
which clarifies 3.920% of the total variance. It has four statements
that clearly state that some people hesitate to give their personal
information, as they believe online shopping is risky than traditional
shopping. Without touching the product, people hesitate to shop
from online stores.

29. Conclusion
The study aimed to determine the problems faced by consumers
during online purchase. The result showed that most of the
respondents have both positive and negative experience while
shopping online. There were many problems or issues that
consumer’s face while using e-commerce platform. Total six factors
came out from the study that limits consumers to buy from online
sites like fear of bank transaction and no faith, traditional shopping
more convenient than online shopping, reputation and services
provided, experience, insecurity and insufficient product information
and lack of trust.
The research might be useful for the e-tailers to plan out future
strategies so as to serve customer as per their needs and generate
customer loyalty. As per the investigation done by Casalo et al. (2008),
there is strong relationship between reputation and satisfaction,
which further is linked to customer loyalty. If the online retailer has
built his brand name, or image of the company, the customer is more
likely to prefer that retailer as compared to new entrant. The online
retailer that seeks less information from customers are more
preferred as compared to those require complete personal
information (Lawler, 2003).
Online retailers can adopt various strategies to persuade those who
hesitate to shop online such that retailer need to find those negative
aspects to solve the problems of customers so that non-online
shopper or irregular online consumer may become regular customer.
An online vendor has to pay attention to product quality, variety,
design and brands they are offering. Firstly, the retailer must enhance
product quality so as to generate consumer trust. For this, they can

30. provide complete seller information and history of the seller, which
will preferably enhance consumer trust towards that seller.
Furthermore, they can adopt marketing strategies such as user-
friendly and secure website, which can enhance customers’ shopping
experience and easy product search and proper navigation system on
website. Moreover, complete product and service information such as
feature and usage information, description and dimensions of items
can help consumer decide which product to purchase. The experience
can be enhanced by adding more pictures, product videos and three-
dimensional (3D), images which will further help consumer in the
decision-making process. Moreover, user-friendly payment systems
like cash on deliveries, return and exchange facilities as per customer
needs, fast and speedy deliveries, etc. (Chaturvedi et al., 2016;
Muthumani et al., 2017) will also enhance the probability of purchase
from e-commerce platform. Customers are concerned about not
sharing their financial details on any website (Roman, 2007; Limbu et
al., 2011). Online retailers can ensure payment security by offering
numerous payment options such as cash on delivery, delivery after
inspection, Google Pay or Paytm or other payment gateways, etc. so
as to increase consumer trust towards website, and customer will not
hesitate for financial transaction during shopping. Customers can trust
any website depending upon its privacy policy, so retailers can provide
customers with transparent security policy, privacy policy and secure
transaction server so that customers will not feel anxious while
making online payments (Pan and Zinkhan, 2006). Moreover,
customers not only purchase basic goods from the online stores but
also heed augmented level of goods. Therefore, if vendors can provide
quick and necessary support, answer all their queries within 24-hour
service availability, customers may find it convenient to buy from
those websites (Martin et al., 2015). Sellers must ensure to provide
products and services that are suitable for internet. Retailers can
consider risk lessening strategies such as easy return and exchange

31. policies to influence consumers (Bianchi and Andrews, 2012).
Furthermore, sellers can offer after-sales services as given by
traditional shoppers to attract more customers and generate unique
shopping experience.
Although nowadays, most of the vendors do give plenty of offers in
form of discounts, gifts and cashbacks, but most of them are as per
the needs of e-retailers and not customers. Beside this, trust needs to
be generated in the customer’s mind, which can be done by
modifying privacy and security policies. By adopting such practices,
the marketer can generate customers’ interest towards online
shopping.
Findings and Suggestions
Consumers today have more places and ways to shop than ever. And
they have increasingly shorter attention spans. So if you have an
ecommerce business, and you want online shoppers to buy from you,
you need to be able to quickly attract their attention – and make the
shopping experience pleasant and easy.
So what can ecommerce businesses do to help ensure that the online
shopping experience is a pleasant one? Following are 12 ways to
create a customer experience that will have consumers buying from
you – and coming back for more.
1. Make sure your site loads quickly, whether on a computer or a
mobile device. “Aim to keep website load time to [a few] seconds or
less,” says Gabriel A. Mays, founder, Just Add Content, a website

32. platform for businesses. “Your biggest threat isn’t a competitor, it’s
the back button. If your website loads too slowly, customers won’t
wait around. They’ll go elsewhere.”
And don’t forget mobile users. “Studies reveal that nearly two-thirds
of cell phone owners in the U.S. now use their phone as their primary
access to the Internet,” says Mark Taylor, global lead for Customer
Experience Transformation at Capgemini Consulting. “As a result,
companies need to enable all aspects of the customer relationship –
from browsing to purchasing to engaging with the brand – to have
mobile functionality.
“Today’s online customers want the information they need when they
need it, at the click of a mouse or a swipe of a tablet or smartphone,”
says Ari Weil, vice president of Yottaa, a cloud-based automation
platform. “And retailers have only milliseconds to grab their attention
and complete the transaction. Amazon, for example, has shown that
every 100 milliseconds of latency cost them 1 percent in sales, while
Walmart reports conversion rates rise 2 percent for every second of
reduced load time.”
“In order to keep potential customers on their Web pages,” he says,
“e-retailers need to optimize their websites to guarantee maximum
performance regardless of a customer’s network connection and
location or whether they are on a desktop, tablet or a mobile device.”
2. Focus on navigation – and don’t forget about site search.
“Customers should be able to easily navigate an organization’s

33. website,” says Ali Mirian, senior vice president of Product, Collective
Bias, a marketing & shopper social media company. “Limit
unnecessary clicks and implement features like auto-scroll to help
avoid users losing interest.”
And “invest in good site search technology,” adds Will Cook, vice
president, Multichannel, HP Marketing Optimization. “Site search
remains a neglected part of the customer journey. [Yet] search
provides an easy way to connect the user’s intent with the right
content.” Moreover, “search queries and results clicks [provide] user
feedback, [which can be] used to drive a more personalized
experience in the future,” he explains.
3. Remember that a good photo can be worth a thousand words (and
maybe a thousand dollars). Don’t underestimate the power of high
quality photographs of products, says Mira Risek, user experience
designer, Usability Matters, a user experience studio. “Some
[companies feel that] commonly recognized or generic products might
not need that level of visual appeal, but online shoppers find images
reassuring, not to mention immensely helpful in identifying that
they’re getting the thing they want.”
“We live in a visual world,” says Carolyn Blank, founder, Home Garden
Directory. “A website without great images will not get customers to
checkout,” she says. “Great photos, and lots of them [though not so
many you overwhelm customers], will give shoppers the same feeling
as if they were picking something up in a store.”
Furthermore, “make [the online shopping experience] as real as
possible by providing photos of the product being used,” she

34. suggests. For example, next to that photo of a vase, show that same
vase placed on a table, filled with flowers.
In addition, give shoppers the ability to zoom in and see multiple
angles and views of products (if relevant).
4. Less is often more when it comes to content. “When it comes to
content online, the ‘less is more’ adage often holds true,” says Mirian.
Too much “text, [or] excessive images or videos, can quickly clutter
the customer’s screen and hinder their overall experience,” as well as
distract them from making a purchase.
5. Include customer reviews. “Customer reviews are trusted 12 times
more than a marketing piece from an organization,” says Hunter
Montgomery, CMO, HigherLogic, which provides community
management services. “So let them do the talking.”
“Brands can significantly improve the customer experience by
[showcasing] product reviews not only on their site but also on their
mobile apps and in-store displays,” says Theresa O’Neil, senior vice
president of Marketing at PowerReviews.
“In a PowerReviews study conducted in late 2014, we found that more
than 86 percent of consumers see reviews as an essential resource
when making purchase decisions, and 56 percent of shoppers
specifically seek out websites with reviews,” O’Neil says. “By making
ratings and reviews easily accessible across every touchpoint, brands
can ensure a positive customer experience.”

35. 6. Use color psychology. “Pay attention to color psychology when
planning your color scheme,” says Leah Preston, marketing
coordinator, Enclave Hotels & Suites. “For websites that utilize
booking engines, try using green for the checkout or payment button.
Green stands for ‘go,’ just like a traffic light, and will have a positive
association in the customer’s mind.”
7. Let customers know if an item is in stock, or what the backorder
date is, right on the product page. “If you’re selling a tangible product,
make sure your shoppers know early on about stock availability and
delivery options,” says Risek. “There’s nothing more frustrating than
doing the work of finding just the right rug or shoe or garden hose
and then finding it is back-ordered or discontinued, or not available
for delivery to your location.”
8. Make it easy for customers to contact you, get a quote or sign up
for email. “Make it easy to find contact information on your website,”
says Marilyn Suttle, president, Suttle Enterprises, a customer
experience training company.
“Customers have short attention spans, and have no patience when it
comes to hunting down your phone number or email address.”
Moreover, “their impression of your business drops dramatically when
their time is wasted searching for something that should be easy to
find in seconds,” Suttle says.
“If you want customers to call you to make an appointment, put your
phone number front and center,” says Mays. “If you want customers
to sign up [for email] or request a quote, make it obvious [and easy to
do]. You’d be surprised how often we see websites for established

36. companies missing an obvious call to action,” he says, and not
providing an easy way for customers to contact or interact with them.
9. Offer live chat. “One of my top tips for improving the online
customer experience is to allow customers to real-time chat with
you,” says Aalap Shah, cofounder, So Me Connect, a social media
agency. “We’ve successfully installed live chat software on a number
of our B2B and ecommerce clients, have a method to more easily
connect and ask questions without pick up the phone or wait for an
email reply.”
10. Provide a self-service option or FAQ page. “According to Aspect
research, 73 percent of consumers said they should have the ability to
solve most product or service issues on their own,” says Joe Gagnon,
senior vice president & general manager, Cloud Solutions, Aspect
Software, which provides contact/call center software solutions. “Over
two thirds of them also said that they feel really good about both the
company and themselves when they are able to answer a question or
solve a problem without having to talk with a customer service
agent.”
11. Make checking out simple – and allow shoppers to save their
carts. “One of the most important [things] that most online retailers
fail to do, which greatly affects CXM, is not [making] the cart process
streamlined and easy,” says Justin Emig, search marketing manager,
Web Talent Marketing, an Internet marketing company. “People are
trying to give you their money. Make it easy for them to do that with a
straightforward and easy-to-follow checkout process,” with a small
visual letting customers know where they are in the checkout process.

37. “Make it as easy as possible to access the shopping cart or the final
checkout area,” says Preston. “Attention spans are getting increasingly
shorter online, so you want the user to be able to access the final
destination in no more than two or three clicks. If it takes too long to
[complete a purchase], your user may get frustrated and give up.”
“For customers who aren’t yet ready to buy, offer them the chance to
save items to a wish list,” suggests Rob Garf, vice president of Strategy
& Insights, Demandware, an enterprise cloud commerce solution
provider. “And, if possible, consider extending your cart life since
many shoppers may choose to return later to complete the
transaction.”
12. Offer free shipping. Customers love free shipping. “As long as you
can absorb the cost, offering free shipping is a must to stay
competitive nowadays as an online store,” says Nima Noori, founder &
CEO, Toronto Vaporizer. “With free shipping, customers don’t need to
worry about hidden costs,” he explains. “This makes the buying
process more [transparent], and customers will be much happier with
the shopping experience.”
Online shopping can be so much fun: You find a shiny object you love,
click the “buy” button, and get a package delivered to your door.
But these transactions don’t always go so smoothly. In 2019, the FBI’s
Internet Crime Complaint Center got an average of 1,300 online theft
complaints a day with a total of $3.5 billion in losses to individuals and
businesses.

38. The FBI recently has had more complaints about consumers not
receiving goods purchased online. Many of the buyers fell for “deals”
advertised on social media or search engine shopping pages. They
either got nothing or received a random item like a box of disposable
facemasks that could be returned only by paying a high international
shipping charge.
These scammers can really suck the joy out of shopping. Check out
our online shopping safety tips so you can avoid becoming their latest
victim.
1. Shop with reputable retailers
It’s best to shop directly with online retailers you know and trust.
Bookmark your favorite shopping sites to get there quickly and safely.
Avoid typing the name of the retailer into your browser bar.
That’s because a tiny typo could land you on a fake site that looks just
like the real one. Make a “purchase” on an illegitimate site and you
may unwittingly hand the scammers your credit card number and
other personal info.
2. Vet new-to-you businesses
Did you spot an amazing product from a new seller? Do your
homework on any business you’ve never purchased from in the past.
Look for online reviews and search the Better Business Bureau

39. website for complaints. Check the “contact us” page on the website
for a U.S. address and phone number. Then take it a step further: call
the business to verify.
Why? The FBI reported that some scammers hijack the contact info of
real U.S. businesses to make their shady site look legitimate.
3. Beware amazing deals
Did you spot an ad on Facebook or Instagram offering rock-bottom
prices or an eye-popping offer of free stuff? Reports of lost money
from social media scams have more than tripled in the past year,
according to the U.S. Federal Trade Commission (FTC).
Remember, if an offer looks too good to be true, then it probably is.
The FBI found that many sites at the center of its recent spate of
complaints were advertised on social media platforms.
Compare prices before you buy. Unusually low prices could be a red
flag that you’ve landed on a fake site that’s been set up to snag your
personal information or steal your money.
4. Don't browse on public Wi-Fi
Avoid shopping from public Wi-Fi next time you’re sipping a latte at
your favorite coffee shop. The guy staring at his phone at the next
table could be a hacker spying on your online activity.

40. And shopping online often requires giving out information that an ID
thief would love to grab, including your name, address and credit card
number.
5. Use a VPN
If you ever do use public Wi-Fi, protect yourself with a VPN (virtual
private network). A VPN creates an encrypted tunnel between your
computer and the server.
Cybercriminals lurking nearby won’t be able to see what you’re doing
or intercept your personal information. A VPN is the only way to shop
online safely from public Wi-Fi in airports, cafes and other public
spaces.
6. Pick strong passwords
A strong password is like a secure lock that keeps cyberthieves out of
the accounts where you store your private information. Here are some
quick guidelines on how to choose a good password:
Use a complex set of lower and uppercase numbers, letters, and
symbols. Or consider a long passphrase that you can remember and
others are unlikely to guess.

41. Avoid dictionary words and personal information a thief could easily
find or guess, like your kid’s birthdate, your dog’s name or your
favorite sports team.
Never reuse passwords across sites. If you do, a data breach at one
company could give criminals access to your other accounts.
7. Check site security before you buy
Look for a lock icon in the browser bar of a site to verify that they use
SSL (secure sockets layer) encryption. The URL also should start with
“https” rather than just “http.”
Secure websites are configured to mask the data you share, such as
passwords or financial info. Shopping only on secure sites reduces the
risk that your private information will be compromised while you
shop.
8. Don’t fall for email scams
You might get emails or texts offering amazing bargains or claiming
there’s been a problem with a package delivery. Delete suspicious
messages from unfamiliar senders. And don’t open attachments or
click links in messages because they could infect your computer or
phone with viruses and other malware.
9. Guard your personal information

42. Here’s a general rule: No shopping website should ever ask for your
Social Security number. If a site does request this type of very
personal information, run in the other direction.
Provide reputable sellers the minimum personal info necessary in
order to complete a purchase.
10. Pay with credit, not debit
Always use a credit card to shop as securely as possible. First, a credit
card doesn’t give a seller direct access to the money in your bank
account. Second, most credit cards offer $0 liability for fraud.
That means you’re not out any money if a crook uses your account
info to make a purchase. Your credit card company will ask questions,
investigate the fraudulent activity and send you a new card.
11. Add extra security with a virtual credit card
A virtual credit card can offer even more online shopping security.
Some credit card issuers will give you a temporary card number that’s
linked to your credit card account.
You can use the temporary number to shop online without showing
the seller your real credit card details. If a thief gets ahold of the
virtual credit card number and later tries to use it, they’ll be out of
luck.

43. 12. Keep an eye out for fraud
Check your bank and credit card statements for fraudulent charges at
least once a week. Or set up account alerts to notify you of any new
activity on your card. When you receive a text or email notification,
you can check your account to make sure you recognize the charge.
13. Mind the details
After you make the purchase, keep the details in a safe place. Hang
onto the receipt, your order confirmation number and the tracking
number the seller provides. If you have a problem with the order, this
information will help you get the issue resolved quickly.
14. Track your stuff
After you make an online purchase, keep tabs on it to make sure it’s
headed your way. If the merchant refuses to provide shipping info or
respond to your requests for the status of your order, contact your
credit card issuer for help. They may remove the charge from your bill
and look into the matter.
15. Report scammers
Did you get scammed? If so, file a complaint with the U.S. Federal
Trade Commission and the FBI’s Internet Crime Complaint Center. Tip:

44. If you suspect you may be a victim of ID theft, the FTC offers an
identity theft recovery plan.
But following these online shopping safety tips may help you foil
scammers and avoid becoming a target in the first place.
Get LifeLock Identity Theft Protection 30 DAYS FREE*
Criminals can open new accounts, get payday loans, and even file tax
returns in your name. There was a victim of identity theft every 3
seconds in 2019°, so don’t wait to get identity theft protection.
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Editorial note: Our articles provide educational information for you.
NortonLifeLock offerings may not cover or protect against every type
of crime, fraud, or threat we write about. Our goal is to increase
awareness about cyber safety. Please review complete Terms during
enrollment or setup. Remember that no one can prevent all identity
theft or cybercrime, and that LifeLock does not monitor all
transactions at all businesses.
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45. Microsoft and the Window logo are trademarks of Microsoft
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Attribution License. Other names may be trademarks of their
respective owners.

46. CONCLUSION
As we can see, online shopping may or may not be greener than
traditional shopping. There are simply way too many factors that we
have to consider in such a model.
As we focus on the costs of online shopping, it seems that online
shopping is really detrimental for the environment. Online shopping
brings us great convenience, but it also encourages irresponsible
consumption habits like exploiting the advantages of free returns and
expedited shipping. These add on to the existing pool of
environmental problems that we are dealing with – global warming,
wastes and pollution. Therefore, we should change our attitude
towards e-commerce – to be more responsible, less exploitative and
more thoughtful for the environment.

47. BIBLIOGRAPGHY
 WWW.google.com
 WWW.Time.com
 http://businesstime.com
 Some referenced books