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How To Create Selling E-Commerce Websites by Smashing Magazine

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How to Engage Customers in Your E-Commerce Website

Rung András

lg.php.gifOne of the most influential factors in our buying decisions is the opinions of our friends and relatives. Likewise, a large majority of online shoppers now trust what other customers say about the products they buy more than the e-tailers themselves. The reason is that we trust people who are “on our side,” even if we do not know them personally.

This attitude was described as the “Amazon effect” by Joshua Porter in his book Designing for the Social Web. He observed during his tests that people always started shopping on Amazon first. Their main reason was not that Amazon was better or ...

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