This document discusses improving the usability of e-commerce websites in Bangladesh. It outlines research objectives to identify usability challenges and factors to increase e-commerce development. The methodology involves surveys and usability testing of popular Bangladeshi e-commerce sites to identify problems like long registration pages and lack of accessibility. The expected outcomes are revealing critical adoption aspects and how usability affects social attention and identifying research gaps.

1. Things to Consider for Improvement of
Usability of E-commerce in Context of
Bangladesh
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Umma Khatuna Jannat
ID:113-35-228
Software Engineering Department
Daffodil International University

2. Outline
o Background Info
o Usability
o Motivation
o Objectives
o Research Gap
o Research Questions
o Hypothesis
o Research Methodology
o Identifying Problems
o Expected Outcomes
o References
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3. Background
Info
o In Bangladesh the economy is growing very fast and the buying pattern of the
consumer has been changed.
o Online shopping or internet shopping has paves the way to interact customers with
marketer in an easiest way. Internet based shopping is growing very fast
throughout the world. In 2012, US retail sale is $320 billion, increased by 18
percent from previous year and internet now influences 27 percent of the total
retail sales.
o In Bangladesh have more than 2500 e-commerce websites and 1 million digital
buyer overall and 50% of them are from Asia market. It is clear that e-commerce
industry is growing at a rapid pace in Bangladesh.
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4. Definition
Usability
“Usability is a measure of the effectiveness, efficiency and satisfaction with which
specified users can achieve specified goals in a particular environment”.
According to ISO 9241
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5. Worry about
Usability in
E-commerce
o Up to 50% of potential sales lost because shoppers cannot find what they
want (Cohen & Thompson, 1999; Seminerio, 1998)
o 83% of shoppers left e-commerce sites due to poor navigation and slow
downloads (Thompson, 1999)
o 78% of shoppers abandoned their online shopping carts (BizRate, 2000)
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6. Motivation
o Making a E-commerce website usable is about reducing friction. It is about
making it easy to use and making sure that the user can find product what he or
she needs without any considerable effort and satisfied.
o This is improve productivity, reduce error more then its improving qualitiful
ecommerce.
o Two forces, each pulling the user in opposing directions, can be defined
(Joshua Porter,2009)
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7. Objectives
o Identify user’s perceptions and satisfaction levels of usability in ecommerce.
o Identify users trust issues and point of view in the online environment.
o To identify usability tests in Bangladesh E-commerce interface are possible more
effective.
o To provide a comprehensive guide to e-vendors on how to improve consumer
trust and enhance B2C e-commerce.
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8. Research Gap
o All the details about pricing including taxes must be clearly shown in the first
places. This is important so that the user will not think that they are being
cheated. Besides that, site efficiency is another important aspect that needs to be
taken into account. Lastly, site interactivity is also an important aspect to bring
more users to the site. Site attractiveness is another ways to catch the attention of
more users. The user loves attractive site compared to a dull one.
o The findings from the focus group analysis indicate that privacy is important in
four aspects including financial detail, account detail, identity detail and contact
detail. In fact, the participants gave unequal importance to each of these aspects.
Therefore, future research should consider exploring each of these privacy issues
and evaluate their impact on consumer trust in online shopping.
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9. Research
Questions
RQ Questions
RQ1 What is the relation between usability and B2C? How does it differ
from usability? Where does it intersect with e-commerce?
RQ2 What are the usability challenges in ecommerce website in context of
Bangladesh?
RQ3 What are the factor and design usability consider to increase e-
commerce development process?
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10. Hypothesis
H1: Registration Page in websites is affects respondents of user perception of
usability in b2c.
H2:Accessibility in websites is affects user perception of usability in b2c.
H3:Help Mechanism in websites is affects user perception of usability in b2c.
H4:Trust in websites is affects user perception of usability in b2c.
H5:Catalog in websites is affects user perception of usability in b2c.
H6:Page Format in websites is affects user perception of usability in b2c.
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11. Research
Methodology
o In this study, some of data are collected from primary and secondary sources. It
includes mixed method like interview and questionnaires. It includes available
publications including different journals, magazines, research studies, websites
and books.
o Using SUPR-Q method.
o Data related to Bangladesh ecommerce activities. Systematic mapping study and
social survey and official statistics are used as methodology to map and identify
usability and mitigation approach from both literature. Statistical tools and
techniques are used such as SPSS software. This overall process of methodology
is given as follows in the form of flowchart that has been followed in this study:
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12. Figure: Research Process
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13. Problem Themes Description of the Problem
Registration Page Registration page is so long and no editing system, consume
time.
Accessibility Images color, font style
Help Mechanism Help option, live support system and online chat option is
not good
Catalog Product comparison is not establish and price comparison to
another brand is not establish
Page Format Unwanted page open, tax option, easy to read, Menu bar,
page error, font page so long
Checkout Registration process
Language Some of use only English or Bangla
Trust User thinking lost money
Table 1.Usability problem and Description of the problem
Identifying
Problems
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14. Some of
Website Name
o sellsbd.com
o giftbd.com
o amardesheshop.com
o hutbazar.com
o clickbd.com
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15. Expected
Outcomes
o Critical aspects of the adoption of usability practices are expected to be revealed
through this research with good sustainability performance.
o In addition, how this usability activities affects social attention to the customers
and related stakeholders.
o Find out the research gap in this area and contribute in terms of gaps.
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16. References
1. Sohaib Abdullah(2014),” Online Marketing in Bangladesh: Identifying Factors
behind the Popularity of a Website”.
2. Sandeep Kumar Panda(2014),"A Usability Evaluation Framework for B2C E-
Commerce Websites ”.
3. Roni Bhowmik,Shenyang (2012) , “THE PRESENT E-COMMERCE
SITUATION IN BANGLADESH FOR B2C E-COMMERCE”.
4. Vasilia Peppa, Sarantos Lysikatos & George Metaxas(2012)” Human-computer
interaction and usability testing: application adoption on B2C Web sites”.
5. Siddhi Pittayachawan (2007) “Fostering consumer trust and purchase intention
in B2C e-commerce”.
6. A. Sivaji, Shi-Tzuaan Soo(APRIL 2013)” A Comparison of Usability Testing
Methods for an E-Commerce Website: A Case Study on a Malaysia Online Gift
Shop”.
7. Md. Mohiuddin (2014) “Overview the E-Commerce in Bangladesh”.
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17. References
8. Miguel Vargas Martin, Francisco Alvarez Rodriguez (2010) “A requirements
taxonomy and rating model for secure and usable B2C/C2C e-commerce
websites”.
9. Sangwon Lee, Richard J. Koubek (2010) “The effects of usability and web
design attributes on user preference for e-commerce web sites”.
10. Ather Nawaz,Torkil Clemmensen (2013) “Website Usability in Asia “From
Within”: An Overview of a Decade of Literature”.
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18. Thank you!
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