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Online Retailing

In: Internet Marketing and Big Data Exploitation

Author

Listed:
  • Ian Chaston

    (University of Auckland)

Abstract

Pure play and clicks and mortar retailers seeking to optimise the performance of their online operations need to focus on the key aspects of the sequential transaction process to maximise the volume of successful transactions (Rowley, 1996). This sequential process ensures the customer successfully progresses through each of the activities of (i) searching, browsing and identifying goods of interest, (ii) selecting and ordering, (iii) making a secure payment and (iv) the delivery of purchases.

Suggested Citation

  • Ian Chaston, 2015. "Online Retailing," Palgrave Macmillan Books, in: Internet Marketing and Big Data Exploitation, chapter 11, pages 183-201, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-48896-1_11
    DOI: 10.1057/9781137488961_11
    as

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