Digital Marketing and Enhancing Consumer Experience in Online Shopping

Abstract

The continuous expansion of the Internet volumes and business, online shopping has made online consumer, a priority issue in these expanding virtual markets. The developments are gradually transforming e-commerce into a mainstream business activity while at the same time online consumers are maturing and virtual vendors realize the importance and urgency for a professional and customer-oriented approach. B2C ecommerce sales may cross $1.7 trillion with mobile commerce in 2015. Online marketers are forced to invent new ways to attract consumers. Digital customer experience is an important topic which is debated, but studied for decades. The consumer buying process is similar to learning and can be divided into several steps like identification, search, evaluation and purchase. Buying can be dependent on the buyer's perceived notion and experience. The purpose of this paper is to examine the influence of online shopping experience and perceptions associated with online shopping and highlight the theoretical implications. It also identifies Web elements, controlled by the e-marketer that can enhance online consumer's experience during virtual interactions.