Capturing and Sustaining Competitive and Strategic Advantage by Creating Favorable Online Customer Shopping Experiences

The evolution of the internet, increased literacy, Smartphone addictions, data availability at affordable prices, busy schedule of working people, changing scenario of the socioeconomic conditions worldwide especially after the Pandemic has boosted up Online Business. In the present era online shopping has become a part of almost everyone’s life. Favorable or Positive customer experiences result in increased customer engagement, customer satisfaction, repurchase intention, customer retention, eWOM, customer equity and brand equity. Hence online customers shopping experience (OCSE) can act as an important differentiator and attract new customers and retain the existing ones. OCSE helps in creating value to the customers and thus proves to be one of the important sources of competitive advantage. Meeting the fast and continuous changing needs and expectations of online customers has become inevitable for online retailers. Enhancing shopping experiences and creating value for online customers with every new transaction can sustain this competitive advantage. The research paper identifies how differentiation, cost advantage and focus strategies can create value and favorable online customers shopping experiences for the customers and competitive and strategic advantage for online retailers.