corded to the online sellers to compare prices and make adjustments quickly. In this phase,
the online purchaser wants fast search capability and intuitive navigation so that he/she could
move back and forth with ease within the different web pages of the company. The purchaser is
looking for ease of buying experience, inspecting product information, look ing at payment modes
(which is like checking out the cashier counter in physical store), quick check at company
information and sales policy, and also been able to go back and forth to look at other products.
These behaviors require website to cater to flexibility in