Customers prefer a Web 2.0 web shop
A study conducted by Internet Retailer showed that Internet users will more readily return to a web shop that contains Web 2.0 elements. Web 2.0, also referred to as the social Internet, has features that allow a more interactive use. For instance, a visitor can comment on a product or a service and share his or her opinion with other users. 35% of the interviewed people state that they will return to a web shop if it offers consumer comments on products. 26% like to see another content with each visit and 6% want to return to a site if they feel like they are part of a community.