The important features of websites selling organic products, the case of Bangkok consumers

Abstract

The availability of organic products has increased greatly over the past decade, as all sectors have realized the significance of organic agriculture. Moreover, the revolution of e-commerce has shaped the behavior of organic consumers. This is the reason why many entrepreneurs have launched their own organic product websites to capture the online market. Nevertheless, not every entrepreneur is successful in designing an effective website. One of the key factors that affect website's performance is the website's features. Therefore, the purpose of this market research were (1) to explore the important website features, and the features that enhance the user experience for online customers buying organic products and (2) to explore the organic product consumer behavior in Bangkok. The explored features are categorized into 9 groups, which are search filters, product viewing, recommendations, reviews, shopping cart, check out, customer support, notifications, and programs and rewards. The findings of this study can be used as guidelines to help entrepreneurs make better decisions in selecting the features for their websites.