Abstract:

The analysis of the effectiveness of online stores is crucial for their development. The decisions made by the customers of online stores are the basis for researchers to attempt to optimize the functioning of the e-shops in order to increase their profitability. The paper presents an analysis of relations between selected efficiency indicators of the online store and customer behavior described by the length of the session and the number of online store pages viewed during the session. The survey was based on more than 1000 daily observations collected in an online store operating on the Polish women's clothing market.