24th January 2019

Consumer's attitude towards online shopping


Online shopping is an easy solution for a busy life in today’s world. In the past decade, there had been a massive change in the way of customer’s shopping. Despite customerers’ continuation to buy from a physical store, the users or buyers feel very convenient for online shopping. Online shopping saves crucial time for modern people because they get so busy that they cannot or unwilling to spend much time shopping.

In the twenty-first century, trade and commerce have been so diversified that multichannel has taken place and online shopping has increased significantly throughout the world. Globally, e-commerce constituted about 2.29 trillion dollar market. 

Overview of online shopping

Retrieved May 14, 2018, from and expected to reach 4 trillion dollars by 2020. Worldwide retail e-commerce sales will reach $2 trillion this year. Retrieved May 14, 2018, from due to the double-digit worldwide growth in sales and order. Retail e-commerce performance metrics. in all sorts of e-commerce such as business-to-business (B2B), business-to-consumer (B2C) Factors influencing consumers’ attitude towards e-commerce purchases through online shopping.

Findings and discussion

       Customers have a versatile attitude towards online shopping in 2019. So these below 10 factors have the most effects while buying online. 

 1. Gender and Age

                  We found that 62.5 % of the online customers are male and  37.5 % are female. 19% male respondents were below 20 years old, 25tween 20–25 years, 30tween 26–30 years, 17% of 31–35 years and 9% of male respondents were 36 or more years old. Whereas 18.33male respondents were below 20 years of age, 35tween 20–25 years, 28.33tween 26–30 years, 13.34% of 31–35 years and only 5male were 36 or above years old.                          

2. Occupation
                  Another important factor in deciding the consumer’s attitude is the occupation of the consumers. In case of occupation, 47% are students. 28 % does the services. 13 % are housewives and 12 % are doing business.

3. Income


    All over the world, nearly 53.12% of the people who shops online do the have income under 500 USD per month. 15.62% people have income between 500 USD and 1000 USD. 14.38% people have income between 1000 USD and 2000 USD. 16.88% of the people have income more than 16.88%. So mostly people who have less than $500 income per month mostly buys from online.

4. Sources of online shopping information


    We checked that online shoppers visit online shopping website based on the reference of family/friends, tv advertisements, website advertisements, and some other factors.56.25 % of the online shoppers visit online shopping mainly based on the publicity of website advertisement. After that 24.37 % online visitors visit online shopping from the reference of Family/friends. 13.13% online visitors come from a TV advertisement. 6.25 % online visitors come from the other sources.

5. Reasons for choosing online shopping

                  Both male and female respondents assured that there are specific reasons for choosing online shopping. 38.75% respondents (26.25% male, 12.5male) mentioned saving time is their primary reason for choosing online shopping and about 29.38% of the interviewees prefer online shopping because of availability of the varieties of products. Nearly, 19% of the respondents prefer online shopping because product comparison is much easier for online shopping and 13.13% choose for a comfortable reason.

                Time-saving and available varieties of products are the main grounds for shopping online. All these four factors motivate an online shopper to buy over the Internet. Therefore, companies should design strategies and develop varieties of products to attract and retain online shopper.

6. Factors for liking online shopping

                  Mostly the factors for liking online shopping of both male and female shoppers are Easiness of Order, Available Option, Discount Offer and Home Deliver Facility. 29% male shoppers use online shopping for easiness of orders. 17% male shoppers use online shopping for availability option. 12%  male shoppers use online shopping for discount offer. But mostly 42% of the male shoppers prefer Home Delivery Facility as per the liking of online shopping goes.25male shoppers use online shopping for easiness of orders. 13.33male shoppers use online shopping for availability option. 23.33%  female shoppers use online shopping for discount offer. But mostly 38.34% of the female shoppers prefer Home Delivery Facility most.

7. Factor for disliking online shopping.


                 There are many reasons why people dislike online shopping. The four important come comes up are the high price, poor return policy, lack of after sales service and intangibility or inability to touch and feel. 24% of the male shoppers dont like online shopping for high price. 12 % rejects for poor return policy. 16% rejects for lacks of after sale service. Mostly 48% of male shoppers dislike online shopping on the basis of intangibility.23.33% of the female shoppers dislike online shopping for high price. 16.67 % rejects for poor return policy. 15% rejects for lacks of after sale service. Mostly 45% of the female shoppers dislike online shopping on the basis of intangibility.
8. Modes of payment preference

              Most online shoppers 76.25 % use payment method as cash on delivery. Other than that 15.62% users uses debit card. 5% users uses mobile banking and 3.13% uses credit card in online shopping. 


Online shopping is driven by infrastructure development, online payment systems and the Internet penetration rate all over the world. Unlike brick and mortar shopping behavior, online shopping behavior is influenced by net connectivity, website aesthetics. Influencing the online consumer’s behavior: The web experience, security, customers’ experience, age and learning curve, etc. Studying these unique characteristics of online shopping and consumer behavior of online shoppers would benefit the tech-entrepreneurs to craft their strategies properly for the market. This study empirically reveals the consumer behavior of online shoppers.

                      Online shoppers are young (mostly below 40 years) similar to other parts of the world. They do online shopping because it saves time, offers home delivery, provides ease in shopping and offers more variety of products for apparels, accessories, and ticketing than that of brick and mortar stores. They mostly rely on price and their experience as the basis of the quality judgment of items in online shopping and for payment system they prefer cash on delivery option. Most of the shoppers get the information primarily from Facebook advertisements which are pursued by friends and family by following their communication. However, privacy and inability to touch and feel are the most disliking factors for online shoppers.