What is Customizability

Having a website is no longer an option for businesses but a necessity in the new digital economy. To meet this challenge, companies must design websites facilitating electronic transactions and retaining customers. Hence, companies need to know and focus on the key triggers that drive consumers to buy online. This chapter sheds light on the effects of three fundamental website features on online shopping. Website usability, website interactivity, and website personality describe the evolution of website design. Website design has changed to become more responsive and efficient. To develop their first websites, companies focused on usability and ease of use. Website usability aims to strengthen the user's perceived control and facilitate online shopping. The expectations of online shoppers have evolved by requiring a highly captivating and engaging online experience. Therefore, companies tried to meet those expectations by developing interactive and playful websites. To stand out from the competition, companies rely on symbolism and website personality.