Most Web consumers are out looking for a particular product. They have already decided what they want and have found your site, as one among many, while browsing on a search engine. Make it easy and fast for them. Imagine them at work, looking over their shoulder for their employer, while they make a quick E-commerce purchase of a book they have been searching for. To increase user utility most shopping carts offer a search engine for your store.
Utility Consider for a minute, a consumer conducting a search for a product.
They enter in a search parameter on their search engine. They come up with ten different E-commerce companies selling similar products. In one day this could result in significant loss. Some E-commerce businesses want immediate access to their site so that they can change site content quickly. How easily you can change the look, feel and content of your site is important, especially if you are a Webmaster maintaining a site built by another Web developer.