The Ecommerce Customer Journey: A Model to Assess and Compare the User Experience of the Ecommerce Websites
Despite the considerable growth of the B2C e-commerce in the main European markets and in US (Forrester, 2008), the main figures show that the concentration of the market is very high and its value represents a limited part of the overall retail sales only. As a consequence the path to realize the full potential of the B2C e-commerce is still long and several hurdles have to be overcome. In this paper, the authors focus their attention on the merchants, with the strong conviction that the offering is much differentiated in terms of customer experience (i.e. the path the customers follow from the landing on the website to the payment of the product/service).