The idea of e-commerce is barely 2 decades old is already a well accepted and highly trusted business platform used by thousands if not tens of thousands of companies and millions of consumers around the world. However, e-commerce web design still suffers in some areas from traditional brick-and-mortar business attitudes crippling otherwise brilliant business ideas with outmoded methods and reluctance to embrace more modern technological advances.

Many business owners who have great experience in traditional "off-line" businesses fail to understand the rapidly changing and highly beneficial new developments presented by the e-commerce paradigm. While the differences between traditional and e-commerce can sometimes be stark and appear as diametrically opposed concepts, with professional assistance and an informed insight even the most modernization reluctant business can easily see how to best benefit from e-commerce development.

Perhaps the greatest difference companies see between brick-and-mortar and e-commerce business is the speed with which consumers make their decisions. In traditional business consumers like to take their time, window-shopping, comparing items and asking questions. The e-commerce shopping experience is generally much quicker and the time spent comparing items and individual shop online is much less. Online shoppers are more likely however to compare items from different shops at the same time. An activity almost impossible in the off-line world.

Lack of interaction with sales staff also makes for a huge difference between traditional and e-commerce. In this store sales staff can size up customers gently nudge them toward items they think will appeal to an individual shopper, and answer questions to help make a sale. While online stores often offer consumers the opportunity to "chat" with a salesperson the impetus is always on the shopper to make the first move, a move that is antithetical to the solitary habits of online shoppers who studies have shown prefer their shopping decisions without any consultation whatsoever.

The availability of vast amounts of information on any given product has also changed the shopping habits of the e-commerce consumer. In the off-line shopping experience decisions are made based on tactile and emotional impressions, factors that can be mitigated and manipulated in a location-based shopping experience (e.g. in-store music, subtle use of aroma, the psychological effects of lighting, artistically pleasing product displays, etc.) while the online sales experience is a more intellectual one with consumers sizing up their purchases based on descriptions, measurements, and approximations. Studies have shown that consumers considering online purchases are more critical of pricing differences.

Multiple studies and millions of dollars have already been invested in the exploration of how to best replicate a real-world shopping experience online. Many website developers who specialize in e-commerce website development frequently polish their skills and enhance their knowledge through seminars and consumer studies.

The best way for your business to become a part of this rising tide is to invest in professional e-commerce website design. While many "mom and pop" businesses are finding moderate success through home-brew e-commerce development which relies mainly on trial and error, the only way for a serious business to get ahead in this rapidly changing marketplace is to engage professional help.

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Article Submitted By: Michiel Van Kets
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