The B2C (business to consumer) process has made it easy for consumers to select any product online from a retailer's website and to have it delivered relatively quickly. Online retailers deliver their products directly to the consumers' home, offices or wherever they want. Online shopping has become a major disruptor in the retail industry as consumers can now search for product information and place product orders across different regions. A typology of shopper types has been developed by scholars which identifies one group of shoppers as recreational shoppers, that is, those who enjoy shopping and view it as a leisure activity. Shopping is an activity in which a customer browses the available goods or services presented by one or more retailers with the potential intent to purchase a suitable selection of them.
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