<b>Factors Limiting Consumers Online Shopping Activities</b>

Purpose – To better understand how consumers behave when they purchase online, this study looks at several reasons that may be preventing them from doing so. The goal of the study was to determine the concerns that users encounter while they shop online.Design/methodology/approach – A survey of internet shoppers was done as part of this study, which used a quantitative research approach.Findings – According to study outcomes, a total of six factors deter consumers from making purchases from online retailers: low trust, uncertainty and inadequate product details, retailer reputation and quality of services, a negative experience, lack of faith and fear about bank transactions, and the fact that online purchasing is not as practical as traditional shopping. Research limitations/implications – For online retailers involved in C2C or C2B e-commerce, this study is helpful. Implications for managers are proposed in improving marketing campaigns to establish buyer self-confidence in electronic purchasing. Originality/value – Unlike earlier studies, the goal of this one is to pinpoint the barriers that prevent people from shopping online. Customers, Online shopping, Factors, Hurdles