13. A shopper’s experience of an online store’s website, and this comes as no surprise, is key to an e-commerce site’s success. That’s why all online business owners should understand online shopping habits and the way consumers think. Around 59 percent of shoppers say that they would purchase more often if the website of a particular store loaded faster, and 43 percent of consumers said they would buy often if the site was secure. On the other hand, if the website didn’t offer ease of use and was too complicated, 58 percent of buyers said they wouldn’t bother purchasing from that particular online store, with 57 percent saying the same thing if the mobile screen was too small.