«Online Shopping Research» was conducted to evaluate the online shopping habits of consumers with regard to product groups, and to determine applications that would remove current obstacles and motivate the consumers to buy.


The categories covered in the research were clothing/ accessory/ footwear stores, consumer electronics stores, department stores, outlets, supermarkets, personal care stores, home furnishing stores and internet stores / websites. In the research, usage and efficacy of physical, online and mobile shopping platforms in all processes ranging from needs assessment to window shopping/browsing, from comparing alternatives to purchase decision were assessed. Applications that lead consumers to online shopping were determined by specifying the product categories and exploring the reasons why consumers check the physical stores before shopping online/mobile – or conversely browse online/mobile shopping websites before going to a physical store. The effect of these applications on consumers was also examined.