In existing scenario, technological advancement in business environment has paved new ways of undertaking business transactions for organizations as well as customers. E-commerce and online shopping can be considered as one of the most crucial trends in business world in recent period of time that has induced the organizations to change their strategic and operational orientation (Worthington and Britton, 2009). The term ‘E-commerce’ refers to business and commercial activities that are taken place at virtual platform through innovative and advanced technological means such as internet, smart phones, tablets, and laptops (Jackson, 2003).
The trend related to E-commerce can be considered quite prominent as it is providing a number of benefits to the both, organization and customers. For instance, internet has allowed organizations to decrease its overall operational cost and undertake direct marketing of their products in the most efficient manner (Malone, Yates and Benjamin, 1987). Moreover, for customers, online shopping is a convenient and easy way of shopping. Despite having a number of different crucial advantages, the practices of e-commerce and online shopping are still under the scanner as in recent period of time, various concerns have been raised in regards to consumer privacy, consumer rights and confidentiality of data in online shopping practices (Laudon and Traver, 2011).