Conclusion

In conclusion, Sansbury’s online shopping platform utilises a B2C or business-to-customer e-business model as it delivers products to customers. The e-commerce platform follows customer-centric and omnichannel e-business concepts and also delivers a user-friendly platform interface. Further, through diverse embedded cookies on the e-commerce platform Sainsbury's focuses on diverse aspects of its e-commerce platform. For instance, through cookies like espot_click, peerius_sess, and peerius_rid the e-commerce platform stalks user behaviour and delivers personalised content according to the shopper's behaviour. Furthermore, analysing the traffic data from Similarweb it is noteworthy that the social media platforms generate a very small amount of the traffic on Sainsbury's e-commerce platform. To improve this scenario, the company can focus on creating and delivering interactive content on its social media platforms.