In the twenty-first century, online shopping has gained immense popularity, particularly among busy individuals seeking a convenient way to shop. The invention of worldwide computer connectivity has ushered in revolutionary growth in the realm of computers. Online marketing is evolving into a crucial medium for boosting sales volume, making it imperative for business firms to target their online customers.

Online shopping, a form of electronic commerce, enables consumers to directly purchase goods or services from a seller over the Internet using a web browser. Consumers locate a product of interest by either visiting the retailer's website directly or searching among alternative vendors using a shopping search engine, which displays the availability and pricing of the same product from various e-retailers. As of 2016, customers could shop online using a wide range of computers and devices, including desktop computers, laptops, tablet computers, and smartphones.

An online shop mirrors the physical experience of buying products or services at a conventional "bricks-and-mortar" retailer or shopping center. This process is referred to as business-to-consumer (B2C) online shopping. When an online store is established to facilitate business-to-business (B2B) transactions, allowing businesses to purchase from one another, it is termed business-to-business online shopping. A typical online store empowers the customer to browse the firm's array of products and services, view product photos or images, and access information about product specifications, features, and prices.

Online stores provide shoppers with "search" features to locate specific models, brands, or items. To complete a transaction, online customers must have Internet access and a valid payment method, such as a credit card, debit card, or a service like PayPal. For physical products, such as paperback books or clothing, the e-tailer ships the products to the customer. In the case of digital products, like digital audio files or software, the e-tailer typically transmits the file to the customer over the Internet. Some of the largest online retailing corporations include Alibaba, Amazon.com, and eBay.