Today, there are a growing number of consumers who prefer to make all or nearly all of their purchases online. Some households buy everything from paper towels to books to large appliances from various online stores. Most consumers want to enjoy a fast and convenient shopping experience especially when it comes time to pay for the items in the website shopping cart. Consider a few qualities that consumers look for when purchasing items from an online store.


Whether the person is new to a virtual store or is a loyal customer, the online checkout process should always be secure. The personal information submitted by customers including their name, address, email and credit card numbers must be protected from hackers who steal personal data. Plus, a customer’s purchase history should also remain private. Customers who feel at ease with the level of security provided by an online store are more likely to return there to purchase more items.

Tools for Perfecting an Order

Most customers appreciate an easy experience when it comes to using a website’s virtual shopping cart. As an example, a customer puts three shirts in the virtual shopping cart. But, before checking out, the customer changes his mind and decides to purchase just two shirts instead of three. Editing the number of shirts in the order should be a simple process that takes just a few seconds. It should also be easy to edit the colors, sizes and types of items in a virtual cart. Customers who are able to quickly edit the contents of their virtual shopping cart are likely to remember their positive shopping experience on a website.

Fast Service and Order Confirmation

A fast checkout process is another feature that most consumers look for when shopping online. Oftentimes, customers want to choose an item from a store’s online inventory and checkout as swiftly as they can. So, it’s helpful if an online store has a customer’s pertinent information on record. This allows the customer to avoid filling in his or her name, address, phone number and billing information every time a purchase is made from the store. Also, a fast email confirmation of a purchase is helpful to most customers. A short pause while an order is being processed by an online store is acceptable to most consumers. Ultimately, they want to know that their order has been taken correctly and their items are being delivered as soon as possible.

Finally, a secure virtual shopping cart that is reliable and easy to use is a non-negotiable requirement for most consumers regardless of what they’re buying. An online store owner knows that he or she has succeeded when consumers make purchases without ever doubting the store’s ability to protect their personal information.