Research by Datamonitor shows that for all shopping and banking related online transactions, over 80% of consumers access the Internet from home. Thus an eCommerce website with such a large target audience of home users must design the website with this in mind. Surpass consumer expectations and a site will be sticky is the advice given by Mark Read, managing director of Webrewards.co.uk (eBusiness, April 2000). The very first thing eCommerce website designers have to keep in mind is their target audience and their needs.
