Summary: Customers’ desire safety in online shopping
In the broadest terms, there are two scenarios in which people shop. The first is where they generally know what they’re looking for. The second is where they’re just browsing. You know the feeling; shopping as a way to reward yourself or to pass the time.
Think about your own experience when you go shopping online. At some point in the process, whether it’s product research (including reviews by users), to compare prices, or to actually order, you probably visit Amazon.com. In fact, Amazon.com might already by your first stop for nearly all of your online shopping.
When your target customer is more than ready to do business through a particular channel or seller, you want to make sure you’re selling your products through that channel!