The statement that the ease of comparison shopping online is the most significant advantage of e-commerce for customers is arguably true, although other benefits are also important. The ability to quickly and easily compare prices, features, and reviews from multiple retailers is a powerful tool for consumers.

Consider a customer buying a new laptop. They can visit several websites like Amazon, Currys PC World, and the manufacturer's website, instantly seeing price differences, specifications, and customer reviews. This empowers them to make an informed decision and secure the best deal. This level of transparency is rarely available in traditional retail settings.

While convenience is also a major advantage, it is often linked to the ability to compare prices. Customers are more likely to shop online if they know they can find a better price elsewhere. The wider choice offered by e-commerce is also enhanced by comparison shopping; customers can explore a vast range of products and then narrow down their options based on their needs and budget.

However, it's important to acknowledge that other advantages, such as 24/7 availability and home delivery, are also valuable. However, these are often driven by the ability to compare and choose. Therefore, while not the *only* advantage, the ease of comparison shopping is a cornerstone of e-commerce's appeal to customers and arguably its most significant benefit.

E-commerce has fundamentally changed consumer behaviour by increasing convenience, providing greater access to information, and fostering price comparison. Consumers can now shop from the comfort of their homes, at any time, and compare prices from multiple retailers easily. Price comparison websites like PriceRunner and Google Shopping are a prime example of this.

The availability of online reviews and ratings on platforms like Amazon and Trustpilot has empowered consumers to make more informed purchasing decisions. Consumers rely heavily on the experiences of other buyers before making a purchase. This has increased transparency and accountability for businesses.

Furthermore, e-commerce has led to a greater demand for personalised shopping experiences. Recommendation engines used by online retailers suggest products based on past purchases and browsing history, influencing consumer choices. Targeted advertising on social media platforms also plays a role in shaping consumer behaviour by exposing them to products they are likely to be interested in.

Advantages of E-commerce:

• Wider Market Reach: E-commerce allows the business to reach customers beyond its local area, potentially expanding its customer base significantly.
• Lower Operating Costs: Reduced costs associated with rent, utilities, and staffing (e.g., fewer sales assistants) can improve profitability.
• 24/7 Availability: The online store is accessible to customers at any time, increasing sales opportunities.

Disadvantages of E-commerce:

• Increased Competition: The global nature of e-commerce means the business faces competition from businesses worldwide.
• Security Risks: The business is vulnerable to cyberattacks and data breaches, which can damage its reputation and lead to financial losses.
• Logistics and Delivery Challenges: Managing shipping, returns, and ensuring timely delivery can be complex and costly.