Recent research has shown an interest in investigating consumer motivations that affect the
online shopping behavior. It is yet to understand what factors infuence online shopping decision
process. The objective of this study is to provide an overview of online shopping decision
process by comparing the offine and online decision making and identifying the factors that
motivate online customers to decide or not to decide to buy online. It is found that marketing
communication process differs between offine and online consumer decision. Managerial
implications are developed for online stores to improve their website.