One third of people that shop online use a search engine to find what they are looking for and about one fourth find websites by word of mouth. Word of mouth has become a leading way by which people find shopping websites. When an online shopper has a good first experience with a certain website, sixty percent of the time they will return to that website to buy more.

Another trend that is catching on is social shopping. A 2009 survey by Nielsen indicated that 90% of internet users trust recommendations from their friends, while only about 40% trust online advertisements. In the US alone, companies are spending US $24.5 billion per year on online advertising. The online shopping influence will soon shift from advertisements to friends. The dollars will follow this shift. Recently launched websites such as ShopSocially are enabling users to make shopping decisions based on friend recommendations rather than simply relying on online advertisements.

Books are one of the things bought most online. However, clothes, shoes, and accessories are all very popular things bought online. Cosmetics, nutrition products, and groceries are increasingly being purchased online. About one fourth of travelers buy their plane tickets online because it is a quick and easy way to compare airline travel and make a purchase. Online shopping provides more freedom and control than shopping in a store.

From a sociological perspective, online shopping is arguably the most predictable way to shop. One knows exactly what website to go to, how much the product will cost, and how long it will take for the product to reach them. Online shopping has become extremely routine and predictable, which is one of its great appeals to the consumer.

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