Recent research has shown an interest in investigating consumer motivations that affect the
online shopping behavior. It is yet to understand what factors influence online shopping decision
process. The objective of this study is to provide an overview of online shopping decision
process by comparing the offline 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 offline and online consumer decision. Managerial
implications are developed for online stores to improve their website.