Consumers’ Shopping Behaviour in Digital Era
Consumers’ Shopping Behaviour in Digital Era

Summary/Abstract: E-commerce field constantly advances while it is utilizing various purchasing technologies; it is communicating via both online and offline tools, which for e-shops means they need to be tracking current trends and a behaviour of their competitors. The number of e-shops is constantly growing in different categories and so is the number of shoppers online or the frequency of purchases. On-line shopping has become a regular part of people’s activities; initially we may feel mistrust in shopping through online shops, but this mistrust is gradually receding. We can argue that in younger age groups there is almost no mistrust in this kind of shopping, however, in older age categories there is certain suspicion in regards with the real-time delivery of goods and the fear of the misuse of personal data by e-shops. Shopping opportunities in on-line sales vary, ranging from large brands to smaller local brands and self-produced products. As the behaviour of customers in the on-line world is different from the one in common stores, the approach and communication of online brands, or internet shops should also be customized and provided differently with the respect to customer needs.

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