The main aim of this paper is to analyses the impact of consumer behavior on online shopping in order to increase the sales and respective profit and also the confidence of consumers on this process. For this purpose, an online and direct questionnaire was used in Karachi City (Pakistan) in order to analyses consumers’ attitudes via unrestricted non-probabilistic sampling technique. The methods used includes univariate and econometric models, including the main dimensions of online shopping. The main results highlines confirm the importance of the dimensions attributed by the consumers while they choose to shop online, namely, delivery risk, financial risk, trust and security and web design. Therefore, marketers should ensure that all these elements are included in their source of online shopping forum. It will certainly provide them increasing sales and loyalty from consumers. Also, marketers should consider that there is minimal risk involved for the online shoppers and should develop all the software support tools to avoid fraud in order to increases the confidence of consumers on online purchase system.

The authors would like to express they gratitude to Instituto Universitário de Lisboa (ISCTE-IUL), Dinâmia’CET-IUL, Lisboa, Portugal for all financial support that allows the author have this publication.

Consumer behavior,Web design,Convenience,Financial risk,Non-delivery risk

• Economia e Gestão - Ciências Sociais