Most Popular Features of E-commerce Websites in Bangladesh: A Study of Selected Websites

This research aims to investigate the presence of selected website features in twenty e-commerce websites in Bangladesh. To achieve this goal, the study collected data from the dedicated websites of twenty e-commerce companies, which were examined in search of the specified features. The study found that sample companies included a maximum 14 features and a minimum 7 features on their websites. Of all the sample e-commerce sites, only Daraz has included all the selected features in their website. On average, 11.3 features are included in the websites, which is satisfactory. Moreover, among the selected features, pictures of the items, personalization, search options, and contact numbers were the most used features in every e commerce site examined. The analysis concluded that the sites have the basic standard features that any e-commerce site should have. However, advanced features such as videos of the items sold (10%), order tracking facility (35%), and live chat option (40%) were the least found features, which indicates that e-commerce websites in Bangladesh need to incorporate those since these features will become competitive necessities soon. This paper will assist e-commerce companies in understanding the competitive position of their websites as well as potential areas for future development. Future research might look into the inclusion of new features and compare various e-commerce websites based on business or revenue models.