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Shoppers find a product of interest by visiting the website of the retailer directly or by looking among various vendors utilizing a shopping search engine As soon as a specific product has been discovered on the website of the vendor, most online retailers use buying cart software to permit the buyer to build up multiple gadgets and to regulate quantities, like filling a physical shopping cart or basket in a conventional retailer.
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As the revenues from on-line sales continued to grow significantly researchers recognized different types of online shoppers, Rohm & Swaninathan 7 recognized four classes and named them “convenience consumers, selection seekers, balanced consumers, and retailer-oriented buyers”.
They focused on shopping motivations and found that the variety of products out there and the perceived comfort of the buying on-line experience have been important motivating components. Online buying has come along approach since these early days and -in the UK- accounts for vital percents (depending on product category as percentages can range).