Why do we shop? The answer is complicated, and becomes even more so when we consider why we shop online. Our research into the psychology of online shopping reveals the importance of providing the right experience for customers. But first, and maybe more importantly, you must understand your customers.

We've identified four essential types of transactional behavior: recreational, functional, surgical and experienced customers. Combining behavioral insights with situation-specific information helps us build online retail environments that provide the best customer experience, maximize interactivity at all stages of the process and work in concert with your other channels.