E Commerce Marketing Essay

However, vendors using e-commerce face many challenges getting their potential customers to like them. As such, while there have been efforts in the past to try and measure online trust levels, businesses that understand the trust metrics of their customers will ultimately make more sales. The first problem with measuring trust is that the determinants of online trust are ambiguous. As such, this requires each business to come up with trust metrics that are specific to its target customers. There is a difference between online trust and other qualities of good e-commerce, such as the quality of service, security, and satisfaction that customers perceive about a business. E-commerce transactions refer to the sale of products and service through the internet. Over the years, the volume of e-commerce transactions has been on the rise.

Even then, e-commerce is still relatively new to most people. E-commerce businesses make it their priority to encourage their customers to continue purchasing their products online. In 2013, 38% of the entire EU population between 16 and 74 years of age either bought a product or service online (Oliveira, Alhinho, Rita & Dhillon, 2017). The consumer needs always to feel that they are in control of the site, and comfortable providing their personal information as they purchase. Online vendors also need to take into account customer characteristics. For instance, if the target customers are male, then the website should have more attractive visual elements and summarized content. On the other hand, sites targeting female users should have verbal adverts with lots of material because female customers tend to look for lots of information before making the purchase (Oliveira et al.

Another technique that can increase sales is by giving customers prizes to increase their interaction levels. Price sensitivity may also compel customers to wait until their favorite brands create promotions. The quality of personalization appears to overshadow the other factors. If the quality of customization on the website is not high, it is difficult to persuade customers, and this may detract their enjoyment of the shopping experience (Pappas et al. Therefore, online vendors should always strive to understand the shopping characteristics of their customers, as this will enable them to personalize the sites based on customer motivations. Understanding customer motivations is crucial because it helps businesses increase sales even when tailored messages fail to influence the customer. , Rita, P. , & Dhillon, G.