The Emerging Trend of Online Shopping: A Literature Review

Abstract

Aim - The purpose of this literature review is to explore the online shopping experience and evaluate why consumers are opting to shop online as opposed to traditional shopping. Research and findings- Previous research conducted indicates that convenience and time are the major factors affecting the decision to shop online. It was also found that young consumers are more likely to make online purchases. Implications- Marketers can implement their knowledge of online shopping behaviour to come up with compelling marketing strategies. Future research- Further research can be conducted on how to successfully use online retailing and predict how the growing use of internet will affect future consumers and their shopping behaviour.

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