Abstract
The rise of affordable and accessible technology has transformed consumer behaviour in recent years. Engaging in online transactions is today commonplace across the world. From checking your bank account balance to paying bills and ordering groceries, e-commerce has transformed the way consumers and businesses engage with each other. For the citizens of developed countries e-commerce is becoming business as usual. Online retail is estimated by the Centre for Retail Research to account for 13% of consumer spending in the United States of America, around 10% in Europe and much more in some countries. Business-to-business sales are estimated to be as much as fifteen times as large.
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