Selling the Web: Web Features Used by Retailers

Abstract

This study examines the use of the Web by retailers in business-to-consumer implementation of electronic commerce. An analysis of the content of retail Web sites was undertaken. Fourteen different business sectors encompassing 420 firms were evaluated. Results indicate that most current Web sites provide basic transaction features such as shopping carts and security. However, consumers want more advanced features such as the ability to determine if a product is in stock and the opportunity to track order progress online. Consumers also want greater assurances of confidentiality and privacy. Only a few firms currently provide these features.