Basic features of effective sales system for online retailers

Abstract

Purpose: the article is devoted to discussion of one of the facets of the problem of creating an effective system of sales online shop – buyer conversion path. Discussion: the content of each of the stages of the conversion path was disclosed, the behavior of buyers was analyzed, the methods used to design the way the point of transaction was given. Results: the analysis of the scheme of conversion paths that can be adapted for most businesses online trading in Russia is suggested.