Pakistani E-commerce WebsitesLaraib Abid Student Jinnah University for Women Block 5C, Nazimabad, Karachi, Pakistan
[email protected] Maryam Mukhtiar Student Jinnah University for Women Block 5C, Nazimabad, Karachi, Pakistan
[email protected] m Maryam Shaikh Student Jinnah University for Women Block 5C, Nazimabad, Karachi, Pakistan
[email protected] Syeda Ghalia Fatima Qadri Student Jinnah University for Women Block 5C, Nazimabad, Karachi, Pakistan
[email protected] Abstract Nowadays Ecommerce sites on the internet are becoming an easy way for expanding businesses for business professionals and shopping online for individuals without going physically to the markets. In the past few years the people are buying, selling, products on e-commerce sites and they think of it as the most convenient and easiest way for doing that. E-commerce sites are helping in the faster development of newly created businesses, companies etc. because e-commerce sites are providing them a platform for interacting with customers and knowing their demands of what they need. With the increased usage of e-commerce sites, it must be kept in mind that these websites are fulfilling the needs of usability and accessibility or not? This paper will highlight some main issues regarding the use of the e-commerce websites for blind, disabled and low vision people who face problems using them and due to which popularity of e-commerce system is low in Pakistan compared to other countries. The main objective of this research is to point out that e-commerce websites are following the rules of Norman Nielson's heuristic principles for usability, and WCAG 2.0 guidelines for accessibility or not. The usability and accessibility for the normal and the low vision individuals is not the same thing so by doing some task/questionnaire based evaluation and by calculating results according to the hypotheses evaluation this paper will provide recommendations and suggestions for improvement and betterment of e-commerce sites. Keywords E-commerce sites, accessibility, usability, hypothesis, heuristic principles, WCAG 2.0, evaluation 2 Introduction E-commerce sites are consists of the buying and merchandising of products or services through electronic systems which are highly used by the business professionals around the world for small and large businesses. The internet is providing popularity to e-business system and providing the efficiency of using it for the business professionals anytime, anywhere. The popularity of E-commerce system is increasing day by day but in Pakistan these websites are getting failed to make online purchasing easy for users. The main reasons behind the low rate of using these websites are of usability and accessibility problems. In this paper, we will evaluate the usability and accessibility of different Pakistani E-commerce websites on the basis of different hypotheses and by their proofs. The evaluation of usability and accessibility of sites is done by the help of different surveys on the basis of pre and post task sets/questionnaires. The normal and visually impaired users of different age groups ranging from 18-60, the male/female users, the working/non-working users and the computing/ non-computing group of users were involved in these surveys. In this research, the different 25 E-commerce websites were evaluated for usability and accessibility testing. The accessibility testing is done on the basis of WCAG 2.0 guidelines by using tools of accessibility evaluation and usability testing is done on the basis of Norman Nielson’s heuristic principles and the testing results are calculated and shown in the form of pie charts. Focus of Study In this paper we will point out the accessibility issues that are faced by the low vision and blind individuals and also point out the usability issues that are because of not following the heuristic principles by Norman Nielson. For this research study we have selected different E-commerce websites that are widely used in Pakistan by different people. We have selected many of the Pakistani E-commerce websites that are selling online products for both men/women and providing them products of good quality, so we can have clear results. The evaluation gives us the understandable results and on the basis of those results we will give recommendations and suggestions for the betterment of E-commerce websites in Pakistan. Analysis and Discussion For the usability and accessibility evaluation of e-commerce sites, a set of 25 Pakistani e-commerce sites was selected. Therefore, the task set and questionnaire designed for examining of the sites were based on the different product categories. The following sites were selected for evaluation: Daraz (1), Shopihive (2), ishopping (3), yayvo (4), symbios (5), vmart (6), myshop (7), ezibuy (8), homeshopping (9), e4u (10), bytes (11), mega (12), kaymu (13), shopdaily (14), pakstyle (15), startshopin (16), homestore (17), wearego (18), UnileverEstore (19), Savers (20), Thewearhouse (21), Magiclamp (22), just4girls (23), woowbrands (24) For examining our research we have proposed some hypotheses and on the basis of surveys we have calculated results to explain our hypotheses. Hypothesis The following hypotheses were made before evaluation of all the selected sites. H0: Pakistani e-commerce websites do not follow WCAG 2.0 guidelines; therefore they are not accessible by disable persons. H1: Most of the people prefer cash on delivery instead of other options. H2: Most people do not know that to buy the products online, one have to login to the e-commerce website. H3: People are comfortable shopping on e-commerce websites than on Facebook. H4: Most of the youngsters’ age below 30 prefers online shopping nowadays. H5: Pakistani e-commerce websites do not follow the Nielson heuristic principles. Accessibility Evaluation Journal of Usability Studies Vol. X, Issue X, X 2015 3 Proof to Hypothesis H0: In order to prove our first hypothesis, we evaluated these websites according to WCAG rules with the help of accessibility evaluation tools i.e. “Power Mapper (25) and Wave (26)”. These tools helped us in evaluating the accessibility of all websites according to WCAG 2.0 (27) rules. WCAG classified these rules into 3 levels: 1. Level A: In order to avoid these rules it will be impossible for many people to use website. 2. Level AA: In order to avoid these rules some user groups find many difficulties in using website. 3. Level AAA: In case of avoidance of these rules, some more specific user groups find it difficult to use. The analysis showed the following results: Table 1. Level A Principles Perceivable Operable Understandable Robust Problem Identified Guideline Violated Whitespace is used between letters in words 1.3.2 Links are not visually evident without color vision 1.4.1 No alternative text provided for any non-text content 1.1.1 Content cannot be presented in different ways 1.3.1 AREA tags must have ALT attribute 1.1.1 IMG ALT text must not be the same as the image name 1.1.1 & 1.2.1 A FIELDSET has been used to give a border to text 1.3.1 Used ALT text in adjacent images 1.1.1 No title found on the pages which describe the purpose of page Does not provide an accessible name for an IMG 2.4.1 All ONCLICK handler does not provide ONKEYPRESS or ON FOCUS handler The link uses general text like “Click Here” and has no surrounding text to make the text clear Scrolling MARQUEE text is very hard to read 2.1.1 Web pages not contain any images that flashes more than three time in any one second Avoid animated over 5 seconds long that can’t be paused or stopped Scrolling and blinking text movement problem 2.3.2 Language of the page not understandable Forms automatically submit when focus changes making it nearly impossible for disable use to navigate via the keyboard The fields are without LABEL element or TITLE element 3.1.1 3.2.2 LABEL elements should be attach to the controls 4.1.2 User interface control has no programmatically determined name Duplicate ID of values which cause problem in screen reading 4.1.2 2.4.4 2.4.4 2.2.2 2.2.2 2.1 3.3.2 4.1.1 Table 2. Level AA Journal of Usability Studies Vol. X, Issue X, X 2015 4 Principles Perceivable Operable Understandable Problem Identified Guideline Violated Ensure that foreground and background color have enough contrast Use relative rather than absolute unit in FONT size attribute Does not provide alternative text for IMG Adjacent link go to the same URL 1.4.3 All functionality does not understandable via keyboard 2.1 Heading should not be empty Not more than one way is available to locate a web page The style make it difficult or impossible to see the dotted link focus outline 2.4.6 2.4.5 2.4.7 Phrase in the content cannot be programmatically determined Use style sheet to control layout and presentation Use relative rather than absolute units in HTML attributes 3.1.2 3.3 3.4 1.4.4 1.1.1 1.1.1 Results: The results are the proof of our hypothesis. The above table shows the list of violated rules according to WCAG 2.0 guidelines. There are many violated rules from level A and AA so that it is impossible to fulfill requirements of level AAA. i.e.: until the requirement of level A and AA does not fulfill, we cannot fulfill level AAA requirements. Proof to Hypothesis H1 This hypothesis state that most people prefer cash on delivery over other payment methods available on ecommerce websites. To prove our hypothesis, we had conducted a survey of about 75 people. The findings of this survey proved our hypothesis. We noticed that amongst 64 people 78.1% people prefer cash on delivery, while 18 % people prefer credit card and about 1% people prefer PayPal and visa. In this survey we have also found that most people nowadays use these websites for shopping because online shopping is less time consuming as refer to shopping in the markets. Here we noticed that about 44.4 % people use e-commerce websites while 33.3% people do not use them and 14.3% people use it sometimes. Journal of Usability Studies Vol. X, Issue X, X 2015 5 Statistics showed that 54% people trust e-commerce websites nowadays. While 25.4% people do not trust these websites and the others were confused about the trust factor. Results: The above results prove the stated hypothesis as the results shows that most people prefer cash on delivery over other payments methods, while we have also noticed that nowadays the trend of buying goods online is increasing rapidly. Users prefer cash on delivery might because they are more comfortable with this method because mostly want to see the product before paying for it so by this methods they satisfy themselves that they are buying the right product they want. Proof to Hypothesis H2 Mostly people do not usually create an account on e-commerce websites. Calculations shows that 71% people do not have account on ecommerce websites. Mostly shop from their friend’s or family’s registration id or they just select the item and request any family member or friend to shop, so that they don’t know about the registration process. Mostly people do not think that it is necessary to create an account to shop on e-commerce website. As statistics shows that 48.4 % people do not think it is necessary to create an account to shop on e-commerce website and 25 % people think it is necessary while others don’t know about it. When people were asked about why they have to create an account on e-commerce website, many of them said that to sale a product we need to make an account, while 27.7% people think that to buy a product we need to create an account while others have selected mixed options. Journal of Usability Studies Vol. X, Issue X, X 2015 6 Results: Most people really don’t know that to buy a product they need to do registration to the website. Most people just select the item once and take the help of relative or friend to buy that product, so they actually do not know how to buy it or mostly just visit the site for product information. So these questionnaires thus proof our hypothesis that most people do not know about signup. Proof to Hypothesis H3 According to this hypothesis, people are comfortable shopping on e-commerce website then on Facebook because they feel that on Facebook their data is insecure as compare to e-commerce website. The survey result shows that 68 % do not shop on Facebook, while 22% people shop on Facebook and 11% do it sometimes. Ratios prove that 3% people found Facebook totally secure while 27% people found it insecure and 46% found Facebook shopping sometimes secure and sometimes insecure, while 14.3% people are agreed and 7.9 % people strongly disagree. When users were asked about their views that do they agree with the statement of shopping on e-commerce website is the better option than Facebook then about 10% users Strongly agreed with the statement,37% people were just agree with the statement and 40% users were neutral because they were confused with the statement. Journal of Usability Studies Vol. X, Issue X, X 2015 7 Result: We came to know as the trend of shopping online is increasing, more and more people getting into this and their trust level towards online shopping through e-commerce websites is also increasing. People trust Facebook less than any e-commerce website as results proved. We also came to know that many people do not shop on Facebook because; they feel insecure that anyone can cheat them easily on Facebook but not on authorized e-commerce website. Proof to Hypothesis H4 Mostly internet users nowadays are our young generation. They want everything in their hand with no time, so, they found online shopping an easy way to shop as compare to shop in the market. Our survey was conducted by people of different age groups but according to the results many of the people age lies below 30 are likely to do online shopping. As shown above, our survey includes 82% youngsters. This shows that among 61 people 49% people shop on e-commerce sites, while 34% people do not shop on these sites. This result shows that mostly young generation likes to do online shopping which is the proof of our hypothesis. Results: The above calculations and according to their results we can say that youngsters are the real source for the popularity of e-commerce sites. They prefer online shopping the most for buying products. Heuristic Evaluation Proof to Hypothesis H5 This hypothesis states that the Pakistani e-commerce websites do not fulfills the requirements of Nielson’s design principles (28). There are two stages through which we have proved our hypothesis. In the first stage, we have conducted heuristic evaluation through Nielson design principles which have pointed some positive and negative findings of websites. In the second stage, we have given task set to different people and evaluate these websites by the results of post study questionnaire which was related to the given task set. Usability Evaluation Stage 1: Heuristic Evaluation a) Positive findings Journal of Usability Studies Vol. X, Issue X, X 2015 8 1. Visibility of system status: Help option is easy to find out as it is just in front of you. Each product is categorized according to its related category (e.g. electronics, men’s wearing, women’s wearing, kids etc.) and a clear picture is also attached with that category which is defining that category so that desired product can easily be found out. Selected products mentioned separately. A list of sub-categories (women's flats, sandals, handbags etc.) drops down as the cursor moves on the category(women's store). Payment options (cash on delivery, PayPal, credit card, easy paisa etc.) are very easy to find out. In order to remove any product from the selected items then the response at every step is very clearly displayed. Products details are very easy to understand about that item. Contact options are very easy and clearly understandable. The search option is also very clear to search any product or category. 2. Match between system and real world Most of the websites use common language and terminologies which are easy to understand by the users. Most of the icons (cart, account, transactions etc.) match from real world objects. Most of the features and things are consistent as everyone familiar with that. User control and freedom The user can go back to the previous page if he wants to add or remove any item from his cart or for any details he wants to see or edit. The user can deselect any option in case of wrong press or selection. The user can go back or forward at any stage where he wants and can remove all items from his cart. Before processing the order, the system waits for user confirmation as he can confirm or disconfirm the order. Items from user’s cart can be reset in some websites. Most of the sites provide the functionality to Undo and Redo actions and to easily exit the system. 3. 4. Consistency and standards Locations for information, names of commands are almost same in most websites. Same commands always have the same effect. Most sites use icons with which people are familiar, rather than creating new designs that mean the same thing. Payment and order procedures are consistent. Language is primarily appropriate for all types of users, if in case a non-familiar word is used by any site then they put word’s description inside parentheses to clarify what that word means. In many cases the links which user have visited shown in another color while the unvisited links are shown in another color which is easy for the user to distinguish between visited and unvisited links. Size, location, color, wording, function, sequencing, etc. are not irritating. The prompts are short and contain easy language which users can easily understand. 5. Help users, recognize, diagnose and recover from errors - 6. If the user enters an invalid email address on a web form that requires for order completion, an error occurred and the page does not proceed to the next page or sometimes most sites give a sample like please enter an email address in this format:
[email protected]. The field containing the error only that is highlighted or prompting an error so that user can easily understand where the mistake has been made. Error prevention In case sensitive scene sites provides instructions like password length must be at least 8 characters, 1 uppercase letter, at least 1 special character etc. or in case password do not match to prevent from errors. Sites do not allow invalid emails and contact numbers as they can be used in future. When the user is deleting information that may be difficult to recreate, some sites offer users a confirmation to delete the data. Additionally, some sites provide the ability to undo actions that users could accidentally commit and, consequently, lose important information. Journal of Usability Studies Vol. X, Issue X, X 2015 9 7. Recognition rather than recall Some sites do not require the user to recall information from one screen to another. Most sites allow easy access to previously entered information, such as contact numbers, email addresses, so the user does not need to recall the information or write it down again. 8. Flexibility and efficiency of use Most sites provide efficient features like if the user likes some product and want to order later then he/she can simply click "add to wish list" feature so that he/she can later order that product. The user can use previously entered information which makes it flexile. 9. Aesthetic and minimalist design Textboxes, fields, buttons are well-aligned. Selected or cart's items can be viewed by the user at any stage without closing any page. Some sites avoid extraneous information on a page which may cause distract and slow-down. They make rarely needed information accessible via a link so that the details are there when needed but do not interfere much with the more relevant content. Sometimes important notes (sale, offer etc.) are blinking on the top or at any place where a user can easily see. 10. Help and documentation Some of the more basic sites will not need much documentation if any. But as soon as you try any complicated tasks, you will need some help for those tasks. In many cases, some sites provide video tutorials and examples for complex procedures or controls that are hard to locate. On-the-spot help for any problem most sites provide chat, email or call options. Some products are provided by detailed information regarding that product for help. In most of the cases sites provide next to a form field text box or field label, provide users an example of how to input the information using the required formatting, such as entering a phone number as xxx-xxx-xxx. Some sites provide “How can we help you” option with which they try to help us. b) Negative findings From all the research and evaluation, we found out some issues in websites. 1. Cosmetic Issue: appearance and design related issues. Minor Issue: these can be removed whenever possible. Major Issue: these should be removed instantly, could make user confuse. Catastrophic Issue: these should be modified instantly, could forbid user to perform their tasks. Cosmetic Issues User control and freedom: o Cancel/exit/back buttons are not present sometimes in some sites. Suggestion: these buttons should be present at each step and should be clear for user understanding. Aesthetic and minimalist design: o Not stated that clicking on the product will open its detail or specifications or related items. Journal of Usability Studies Vol. X, Issue X, X 2015 10 Every site should have the function that by clicking the image of any product will open its detail or specification or related products so that user can choose from them. This is the screenshot from one of the site that is showing this issue. Suggestion: View detail or related products should be mentioned with these images. 2. Minor Issues Visibility of system status: o Button’s functionality is not visible (e.g. by clicking ‘+’button, quantity of product is not increasing, it is showing just one quantity while user is entering more than one). From 20 sites (we have evaluated) have the choice of increasing quantity of particular item or product we are adding in our cart but in some sites the quantity increases but the number showing the quantity does not change? Above screenshot is showing this visibility issue that the quantity has increased but the number showing the quantity is ‘1’. Suggestion: As the user increase the quantity of the product, the number should also increases. Journal of Usability Studies Vol. X, Issue X, X 2015 11 Help option: o Sometimes help button or option is not available for any query or inquiry for users. Suggestion: Help option should be available at all stages user may need help at any stage. Next item: o Sometimes next item is not available and it is not shown anywhere and user keeps clicking to see next item. Suggestion: If there is not next item available it should be shown or displaying somewhere that no next item is available. Consistency and standards o Help option is not consistent Suggestion: Help option should be consistent and easy to reach for users, so that whenever users want help they can easily reach to that option. Unusual chat button placement o In most of the sites chat/help option is given at the bottom of the page but in some cases chat option is difficult to find out. Suggestion: Chat button should be placed at consistent position where user can easily find out. Error prevention o Invalid email domains: In most sites email address domains are registered (e.g. gmail.com, yahoo.com, Hotmail.com etc.) but in some sites fake users enter invalid domain (e.g.
[email protected]) and their account still create. Suggestion: If a user enters these types of addresses they should not get registered or their account should not be created by any site. Recognition rather than recall o Sites do not provide recognition Journal of Usability Studies Vol. X, Issue X, X 2015 12 Users have to recall help option rather than recall. Suggestion: Help or chat option should be easy to recognize, so user will not take time to find out this button. Aesthetic and minimalist design o Important notes are not clear Important notes (e.g. sale, offer, out of stock) are sometimes not available in some sites. Suggestion: These important options should be highlighted, popup displayed or clearly visible to the users. o Slider moves very fast Most of the time slider moves very fast and user get confuse which may cause bad effect on user. Suggestion: slider should remain at least 2 seconds, so that user can see and understand. Help and documentation o Detailed info needed Sometimes detailed information is needed for some products which are not given in some sites. Suggestion: All products should be provided with detailed information or enough information for user understanding. 3. Major Issues Visibility of system status o Detail comes and goes Sometimes by moving the cursor on any image information of that product comes and then suddenly goes, so that user faces difficulty in reading the information and could make user irritate. Suggestion: Info or detail of any product should be given properly or it should remain until user moves the cursor somewhere else from that product’s image. o How to go next? Sometimes users get confuse in what to do next. Suggestion: for each step or going on another step’s instruction should be given properly, so that user will not take time in ordering something. o Hover effect Journal of Usability Studies Vol. X, Issue X, X 2015 13 Whenever user moves the cursor on any image or option, it hovers but sometimes hover effect does not work properly or may be light colors used by the site’s developer which is difficult to recognize hover effect. Suggestion: Proper colors should be used, so the user can easily recognize hover effect. Match between system and real world o Irrelevant icon functionality When user done his shopping, some sites give option of “Finish shopping”. Suggestion: Appropriate icons should be used with every option which may not cause user’s confusion. o Information not found! Sometimes info is not available on site’s page which may cause negative affect on user. Journal of Usability Studies Vol. X, Issue X, X 2015 14 This is about “How to order” page whose information is missing and no any other alternative or sorry message is given by which users may face difficulty to order. Suggestion: Proper order method should be given, if not available due to some reasons then any alternative or sorry message should be displayed which will prove as plus point for that site. User control and freedom o No comments option For any product if a user wants to ask something or wants to comment for any product then there is not any option available. Suggestion: comment option should be available, so that users can do comments about the product. Consistency and standards o Small fonts Some sites used very small fonts which are very difficult to read out. Journal of Usability Studies Vol. X, Issue X, X 2015 15 Suggestion: Appropriate fonts should be used, so that user can easily read out each text. Help users, recognize, diagnose and recover from errors o Irrelevant statements Sometimes when user enter wrong email or password or even name irrelevant statement are displaying through which user can get confuse and does not recognize the error. Suggestion: Relevant statements should be shown which help user to recognize the error. Error prevention o All info is displaying together which is difficult to understand for user where to click and if a user clicks anywhere irrelevant pages open. Journal of Usability Studies Vol. X, Issue X, X 2015 16 Suggestion: Proper list of all options should be clearly visible so the user will click on the right option. o For checkout, it is not asked by the user for confirmation it simply goes on checkout process, it may be accidently clicked on checkout button. Suggestion: A confirmation popup for going on checkout process should asked by the user. o Full name of product is not written along with the product. Journal of Usability Studies Vol. X, Issue X, X 2015 17 The above highlighted picture is given with its short name which is not clearly defined the product’s brand. Suggestion: Proper brand or company name should be written with all the products. Recognition rather than recall o When the user done his order with all proper steps he has not enough access to see his ordered items. Suggestion: After completion of order user should be able to see his ordered items just to verify what he has ordered. Aesthetic and minimalist o Slider does not moves with mouse click if a user wants to see previous slider he cannot move slider to the previous image he has to wait for slider when it comes again. Suggestion: Slider moving buttons or navigation bar should be given so the user can move slider according to his choice. o Same colors re used so the user has to face difficulty in distinguishing between background and image. Suggestion: Different colors should be used which makes difference between background and foreground, so the user will take less time in understanding. Help and documentation o Report a problem option is not provided in most sites. Suggestion: Report option should be available which makes user to feel secure that he can also report a problem. 4. Catastrophic Issues User control and freedom o User cannot move to the next step or buy the product until unless they will create an account on website or login in to the current context also they will allowed to track the new order or save item to the cart. User is not allowed to jump to the next step without login to the website or cannot buy any product before login in to the site. Journal of Usability Studies Vol. X, Issue X, X 2015 18 Suggestion: Easy process will use for buying the product user’s do not want to create an account or login in to the site for buying the product. Flexibility and efficient of use o Return policy: there will be no return policy on the website. This policy will help the users or make the website more flexible. Suggestion: There will be an option of return policy for the confused customer’s so the customer will buy the product more efficiently. Help and documentation o Help and online chat option is not provided accurately. o No Online Chat help and FAQ’s option is provided. Suggestion: There must be online chat and FAQ’s option on the site which will contain the information about the problem or help for the user online. Results: According to Usability evaluation stage 2, it has been proved that our hypothesis is correct. The results are clearly understandable for proving that e-commerce sites do not follow the Norman Nielson’s heuristic principles. Recommendations Remember what you’re selling, it’s your product, not your website: A good e-commerce site should focus attention on the products, not on the store design. Make things simpler. Don’t force customers to register before shopping. Remove the restriction of signup you place in the way of customer before purchasing, it will make your website more efficient. Make your security and privacy policy easily available. Sometimes users are not satisfied for online shopping because of the security so you need to convince the customer in other ways about the security of their online shopping and importance of personal information they place on the site will be secure. Add to Cart Button: Make it nice and clear or it should resemble with real world cart so it is easy for customer to recognize quickly. Return Policy: A good e-commerce sites should have return policy which make the website more usable and flexible. Provide full detail of products: People need complete information about products so provide complete information through which user can influence. Color Option: Provide color options for products or show the image how the product looks like. Online chat: Customers have questions related to the product or purchase process so offering online chat can be more convenient for customers. Highlight Discount: if you r offering discount on products make it highlight or clear and provide complete detail. Keep your product and category structure simple: Make your product category structure simpler, divide the products into sub categories so it will be easy to navigate and find products for users. Product Page Font Visibility: Grab visitor’s attention: Right color combination, font size, and font color ensures that customers do not have any problem viewing product details and they can find whatever they want easily. Use fine combination of colors so customers get attracted towards the products for Journal of Usability Studies Vol. X, Issue X, X 2015 19 which they are looking for in the shortest possible time. So, every element should be designed to grab user’s attention. Conclusion By the growing era of E-commerce technology, competition among different countries is also increasing for the vast development of e-businesses. Users want the system attractive and much more easy to use. To design a usable system, designer should follow some guidelines which will help in making their product more usable and make user experience more enjoyable. In this study we have analyzed the problems in our e-commerce websites and we have tried to share the user experience about these websites. This study also includes many suggestions which will also help the new comers in this field and through this we can also help young researchers. The design principles should be followed in case of designing a good system and to be in the competition. To prosper IT field of Pakistan, designers should keep themselves up to date with latest principles and guideline so that we can compete others on international level. There are not only negative findings but many of the positive findings we observed during the research which is a very positive sign. Our aim should be to improve our quality of work so that Pakistan's E-commerce system prospers day and night. Acknowledgements We are firstly, thankful to Almighty ALLAH who has helped us in completing this research study by time. And secondly, we are sincerely thankful to our course coordinator Miss Narmeen Shawoo Bawany, who has helped us throughout this research and motivates us towards hard working for this research study. This would not be possible to complete this study without her sincere guidance, knowledge and kindness. We are also thankful to our friends, class mates, university fellow students and family members who helped us throughout this research by taking part in our task sets and questionnaire surveys whose responses and cooperation helped us in compiling our results. Statement of contribution 1) Laraib Abid: Have done 25% work in this report including surveys, task sets of usability and accessibility (complete) evaluation, citations and referencing. 2) Maryam Shaikh: Have done 25% work in this report including surveys, task sets of usability (complete) and accessibility evaluation, and referencing. 3) Maryam Mukhtiar: Have done 25% work in this report including surveys, task sets of usability and accessibility evaluation, and complete formatting of document. 4) Syeda Ghalia Fatima Qadri: Have done 25% work in this report including surveys, task sets of usability and accessibility evaluation, and calculated results from responses. Reference: References (1) (2015, November 30). Retrieved from ishopping.pk: http://www.ishopping.pk/ (2015, November 30). Retrieved from yayvo.com: http://yayvo.com/ (2015, November 30). 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