Online shopping is the process of buying goods and services from merchants who sell on the internet. Shoppers can visit web stores from the comfort of their homes and shop as they sit in front of the computer. The main purpose of this report is to determine the consumers’ attitude towards e-commerce purchasing through online shopping. Decision-making is the stage before consumers commit to online transaction or purchasing, and is sometimes considered to be a behavioral stage. The depicted relationships between attitude, intention, decision-making, and online purchasing are based on the theory of reasoned action, which attempts to explain the relationship between beliefs, attitudes, intentions, and actual behavior.

Take a glance at the South African online shoppers purchasing attitudes:

• 41% of surveyed South African online shoppers reported that they shop online only for certain products & services.
• 26% indicated that they will definitely shop in the near future more than now.
• 10% mentioned that they buy as much as they can online.

A Graph Shows The South African Online Shoppers Purchasing Attitudes, 2017.