E-commerce Perspective in Kids and Toys Sector Purchase Process: Design Opportunity

Companies' online sales have become indispensable to reaching the global market’s consumers. To facilitate the purchasing process, however, it’s essential to design websites taking attention to all those aspects that contribute to determining their quality and ability to meet the needs of both the e-commerce and the end-user. In particular, when we refer to kids’ products sale, personalised e-commerce services are necessary, bearing in mind the role of emotions on customers’ behaviour and the particular attention that parents pay to product quality. The paper aims to understand behaviours and buying habits changes of parents and adults in general, focusing on the processes of choice, purchase and post-sale concerning online sales platforms for children’s products. The research reports an analysis of 16 major online retail platforms currently existing globally, divided between child-specific and generic, evaluating aspects related to online Customer Journey and User Experience (UX).