Almost 90 percent of Internet surfers (mostly mommy/ies, I think) have engaged in at least window shopping while on the Internet. Of those that have purchased something on the World Wide Web, there seem to be common features and platforms that online shoppers like and dislike about electronic storefronts. Page Loads Lagging web pages have already been a curse to visitor conversion statistics. No one wants a shopping journey process to sit and twiddle e-thumbs while a merchant's website loads pages slowly. Images and complicated programming can pull page load times into the “ether eternity” ranges. Webmasters, ensure your merchant sites keep up with today's technology and speed. Shopping Carts On the positive side of elements, shoppers love shopping carts on commercial sites. They love the convenience of saving individual items until they're ready to head to the check-out line. They don't want, though, involvement with any kind of online shopping cart software that tracks purchase history, captures and automatically adds their names, addresses, phone numbers and email addresses to any kind of marketing list. Sales Pages Online shoppers like payment confirmation pages: Most online payment venues provide them, but always test your potential online shopping cart software to ensure it performs as advertised. The page should include UPC or SKU data, date and time of purchase, billing and shipping address, total purchase amount and applicable sales tax and an independent purchase tracking number or confirmation number. Summary Watch the few shopper dislikes and ensure your site has the listed shopper preferences, and you might find a greater Return on Investment or higher profit margin as you tailor your site for visitor retention and conversion.