While e-commerce remains the best area for sales growth, online retailers need to be nimble

 As the recession bites, customers are moving online in greater numbers and becoming more sophisticated in their use of the Web. Shopping around, price comparing and bargain hunting are more common behaviours, Novena has observed. 'We see the daily price comparison usage patterns on all of our customer sites' says Novena support consultant, Tina Weston. Shoppers will use many sources of information to make their decision including blogs, customer reviews and recommendations as well as price checking. 

Customers also expect more sophistication when shopping online, better and easier shopping experiences and relationship building hooks. Retailers need to listen carefully to their customers and make sure they are delivering the best possible retail experience.