Identification of the opportunities to improve customer's experience in e-commerce

Abstract

Nowadays, the increased number of internet users forces a different kind of companies to expand their businesses and use the possibility to trade online. Nevertheless, going online requires a lot of effort from the company, including attention to details such as user experience and retention. Mainly, existing literature mostly describes the user as the most important factor for a business to gain higher profits in e-commerce sales. This research is aimed to evaluate the impact of defined criteria on a user's experience while making purchases on e-commerce websites. The paper observes and defines criteria that possibly could make an influence on customer's perception of e-commerce platforms. Defined criteria are examined by applying the AHP method in order to evaluate their importance according to the expert's opinion. To identify the impact of these criteria on the user's impression and to choose the best alternative was applied to another multi-criteria decision-making method - the TOPSIS. The main finding is that the nature of the user's experience does have an impact on how the consumer perceives the specific e-commerce platform. Although there were some limitations to evaluate the user's experience, they are owning to the fact that it needed to assess and proceed with more data that includes other influencing factors. The results of this research can be used in e-commerce, trading, and service companies as a tool to appraise to choose the way of developing websites for trading.