What Online Customer Wants?

Online shopping is the only phenomenon that has bucked the trend of recession and weak economic outlook in many countries. This phenomenon might have started in late 90’s, after a few and brief anxious moments, its been on a roll; because nearly a trillion dollars were spent by online shoppers just last year; Surprisingly that’s just about 30% of the potential – wonder what’s more to come. E-commerce has no doubt evolved tremendously over the last decade or so; it has transcended through most of the product, services and commodities categories, so much so that today there are more choices available to user than a traditional super market or hyper market.
While it is clear that the basic fundamentals of product variety and brand experience stay at the heart of buying and selling online, But its the evolution of the new era of customer experience that has increased the online shoppers funnel from just $ 50 Mn to $1Tn Dollars in the last 10 years. Online shoppers have no doubt adapted themselves over the years, and while a lot of things might have changed in the e-commerce context, but a lot of things that remain unsaid in every customer experience survey and research. Being an online shopper myself, I would like to put the context of customer experience in three stages viz: