Online Customer Experience in E-Commerce Industry

Abstract

In recent years, the dynamics of e-commerce has been changing. More and more consumers are using the Internet to make purchases during the purchase process (for example, before, during, and after online purchases). Advances in mobile technology and their adoption by many consumers makes it important for companies to redesign interaction and service delivery capabilities to achieve the best online user experience. Surviving in today's competitive e-commerce environment, problems can be resolved at the touch of a button, which means that companies must find ways to provide customers with a unique experience, not just low prices. As customers begin to use Internet-enabled multi-devices, changes in online shopping behavior have greatly increased and shifted. Today, companies are forced to compete in an environment that handles multiple online channel formats including e-commerce, mobile commerce, and social media sites. For example, consumers view a company's Facebook profile, use a smartphone to access the company's website, and use a computer to access e-commerce sites at different times. Therefore, the customer's online experience includes every point of contact (social media, website, application) that the customer chooses to interact with the company. Contemporary social networks or social online networks provide companies with the opportunity to understand the perspectives and ideas of various customers to promote the company's innovation. Interactions between customers and companies across multiple online channels are critical to creating an overall online shopping experience.