Usability of E-Commerce Websites: State of the Art and Future Directions

COVID-19’s impact on cross-border e-commerce has been tremendous. What had once been a gentle slope of growth has now taken on a sharp and steep incline, requiring the search for novel approaches to increase the conversion rate. In this context, web usability has gained prime significance and is considered to be the most important aspect that affects the quality and success of any interactive application. Today exists a substantial body of knowledge devoted to the usability of computer-based applications. The purpose of this study is to determine the current state of the art nature of the topic by revealing the research achievements in the scientific literature and to identify possible future directions. The paper claims that there is a pressing need for new techniques for an accurate usability evaluation, tailored explicitly for e-commerce applications.