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There are three factors may influence people to do the buying decision, firstly, people cannot examine whether the product satisfy their needs and wants before they receive it. Finally, customer may afraid that they cannot fully understand the language used in e-sales. Based on those factors customer perceive risk may as a significantly reason influence the online purchasing behaviour. They focused on shopping motivations and found that the variety of products available and the perceived convenience of the buying online experience were significant motivating factors. This was different for offline shoppers, who were more motivated by time saving and recreational motives. Online clothes shopping is the preferred shopping method, especially amid the COVID-19 pandemic.

In a conventional retail store, clerks are generally available to answer questions. Some online stores have real-time chat features, but most rely on e-mails or phone calls to handle customer questions. Even if an online store is open 24 hours a day, seven days a week, the customer service team may only be available during regular business hours. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine. A “checkout” process follows (continuing the physical-store analogy) in which payment and delivery information is collected, if necessary. Some stores allow consumers to sign up for a permanent online account so that some or all of this information only needs to be entered once.

Shopping is another thing that has been affected by the existence of technology.
In several studies, perceived value, shopping style, and brand trust are the main factors that affect online consumers’ decisions.
The largest online shopping day in the world is Singles Day, with sales just in Alibaba’s sites at US$9.3 billion in 2014.
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There will shows common problems in the past and some solutions or comments of the merchants will be attached for customer reference.

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The consumer often receives an e-mail confirmation once the transaction is complete. Although the benefits of online shopping are considerable, when the process goes poorly it can create a thorny situation. A few problems that shoppers potentially face include identity theft, faulty products, and the accumulation of spyware.

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Nonetheless, some web sites have had success delivering groceries and clothing sold through the internet is big business in the U.S. In several studies, perceived value, shopping style, and brand trust are the main factors that affect online consumers’ decisions. The perceived value means that people can compare the products and prices online, bringing them the perceived value of getting more benefits online than in an offline store. The comfortable environment that online shopping brings to customers can make consumers get more perceived value.

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