Understanding consumer behavior in online environments is the basic factor to build an effective consumer-retailer relationship structure. The internet now allows consumers to shop with convenience anywhere anytime via any available computer, tablet or mobile device on hand. Online shopping has become a common way for shoppers to purchase a variety of goods, products and services in an environment which supports privacy and confidentiality. It enables online consumers to search and control information or messages of what can be seen and heard by others.
Take a glance at the major factors that motivate the Canadian internet users to shop online: