Glossary

What is an online purchase? E-commerce definition

June 4, 2026

An online purchase is the ordering of a good or service made via the Internet or an application, on the website of a merchant, a marketplace, or a mobile platform. According to the OECD definition adopted by UNCTAD, e-commerce corresponds to the sale or purchase "by methods specifically designed to receive or place orders": the payment and delivery do not need to be online for the transaction to count as a digital purchase. For an e-retailer, every online purchase is the result of a journey: discovery, trust, cart, checkout, and confirmation.

Summary

Definition of online shopping

Why online shopping is central for merchants

How an online purchase works

Types of online purchases and e-commerce models

Key points to consider to facilitate the purchase decision

In brief

Definition of online shopping

Online purchasing refers to the act by which a customer places an order remotely via a digital channel: website, mobile application, extranet, or integrated ordering interface (such as EDI in B2B). The central criterion, according to the OECD (2009, updated 2025), is the ordering method, not necessarily the payment or delivery method.

Examples that fall within this scope:

The concept is best understood by distinguishing several elements: Ordering on a website with online card payment; Ordering on a site with cash on delivery; Purchasing on a marketplace (Amazon, Etsy, etc.) via a web shopping cart; Booking or purchasing services (training, SaaS subscription).

The following are generally not counted as an online purchase in the strict statistical sense: orders by telephone alone, fax, or manually typed email without a dedicated ordering interface (according to OECD / UNCTAD guidelines).

Useful distinctions:

The concept is best understood by distinguishing several elements: transaction: the act or the transaction; channel: the location where the purchase occurs; order: the merchant side after validation (number, status, fulfillment).

Why online shopping is central for merchants

Online shopping now makes up a major part of retail trade. Sales are no longer limited to physical stores: consumers compare, read reviews, add to cart, and pay on mobile, sometimes in just a few minutes.

For an e-commerce brand, each completed online purchase represents:

Its main effects can be seen on several levels: and proof that the marketing/sales funnel has worked; (email, history, preferences) if the account or order is identified; : preparation, shipping, billing, customer service, potential returns; : source of traffic, campaign, device, average cart value.

Conversely, a visitor who browses without buying has not yet made an online purchase: they may be in the research phase, comparing prices, or abandoning their cart (see cart abandonment). The merchant's job is to turn intent into a confirmed transaction.

How an online purchase works

On a DTC Shopify store, the most common customer journey looks like this:

The flow can be summarized as follows: first: SEO, social media, advertising, email, or word-of-mouth; then: product page, reviews, size guide, comparison; next: variant selection, quantity, possible promo code; then: contact details, shipping, or other method; finally: order email, tracking, logistics preparation.

In practice, Julie discovers a sportswear brand on Instagram, clicks the link in the bio, adds a €59 pair of leggings to her cart from her iPhone, pays with Apple Pay, and receives a confirmation in less than two minutes. It is a complete online purchase, even though the physical delivery will take place two days later.

Purchases can also be hybrid: online search, in-store pickup (click and collect), or web order with delayed payment. The key for the merchant is to track each step in their analytics to understand where customers are buying and where they are dropping off.

Types of online purchases and e-commerce models

Not all online purchases follow the same business model:

In Shopify, this is notably reflected by: (): the brand sells directly to the final consumer. This is the most common case for independent Shopify stores; : online ordering between professionals (wholesaler, replenishment, digitized quote); : the purchase goes through a third-party platform that connects buyers and sellers (); : brand that sells directly without traditional retail intermediaries; : download, license, subscription activated immediately after payment.

On Shopify, the merchant primarily manages B2C and D2C, with possible extensions to B2B (Shopify Plus, pro catalogs) and multi-channel sales (POS + web). Each type of purchase implies different expectations regarding delivery times, invoicing, and support.

Key points to consider to facilitate the purchase decision

The points of vigilance notably include: : product, delivery, taxes depending on the market; : guest checkout, express payment (Shop Pay, Apple Pay), short forms; : customer reviews, return policy, delivery times, visible SSL; : size, compatibility, stock, international delivery. A chat or AI agent can remove the last barrier before validation; : share of sessions ending in a confirmed online purchase (see ).

To monitor:

The points of vigilance notably include: Confusing traffic and sales: many visits without an optimized purchasing journey; Neglected mobile checkout even though the majority of journeys start on a smartphone; Lack of follow-up after even though there was real purchase intent; Customer service difficult to reach at the exact moment the customer is hesitating to click "Pay".

In brief

Key takeaways: An e-commerce = order placed via a digital channel designed to receive orders (website, app, dedicated interface); Checkout and payment can be offline; it is the digital order that counts (OECD / UNCTAD); Distinct from distribution (channel) and billing (merchant registration); Typical journey: discovery → product page → cart → checkout → confirmation; Merchant objective: reduce friction and convert intent into a measurable transaction.

Related terms, FAQ, and useful resources

Associated terms

Online shop: the site where the purchase occurs.
Checkout: the validation and payment step.
Order: the recording of the purchase on the merchant's side.
Online payment: payment of the purchase via digital means.

FAQ

Does an online purchase require an online payment?

No. According to the OECD definition adopted by UNCTAD, only the order must be placed through a suitable channel. Paying on delivery or in-store after a web order details still constitutes an online purchase.

What is the difference between online purchasing and e-commerce?

E-commerce is the domain or model of distance selling through digital channels. An online purchase is the concrete transactional act carried out by a customer within this framework.

How do I know if my shop is converting well?

Track the conversion rate (sessions with confirmed purchase ÷ total sessions) and analyze the funnel: cart addition, checkout start, finalized purchase. Compare mobile and desktop separately.