Online customer experience matters. Indeed, survival in today’s competitive e-commerce environment where the competitor is only one click away means that firms have to find ways to provide customers with a unique experience much more than low prices 1. Undoubtedly the competition for customers is fierce in the online retail channel. Yet many of you may think it’s a strange thing to say since there’re about 1.8 billion people worldwide purchasing goods online (Statista, 2018). But there are also many online retailers. Back in 2014 there were already more than 24 million active online stores (Internet Retailer). Sadly, only a small percentage of them does noteworthy business. So why are the majority of online retailers not doing business? One of the main reasons why these shops fail is because their customers are having bad online experiences when visiting their websites… Nevertheless, online shopping is so popular because it offers more convenience. Furthermore, the store location is irrelevant and consumers can shop from any location, 24 h a day, seven days a week. But, just like the physical brick-and-mortar retailers, customers visiting the store want to have, apart from the shopping, a pleasant or useful experience. Indeed, online visitors may become loyal customers if they fancy the experience they get on your website.
