Online shopping become very popular in Australia. According to Roy Morgan (2018), there were 9.46 million Australians, which represent 46.8% of population, purchased products online in a month. It is an increasing trend that people like to shop and purchase online. Most customers would prefer shopping online rather than go to traditional physical stores. They look reviews and purchase products online due to several reasons:

1. Save money
2. Convenience
3. Better selection
4. Shopping is faster
5. Delivery options

Customers not just purchasing products and services online, they also go online start from looking for information and reviews through searching engines, asking friends through social media, and posting post-consumption feedback on their blog etc. These actions are all using online, therefore we can see how important online is.