Competition brings out the best in us. But in the present landscape of online retail, the competition is so fierce that if you are not constantly evolving your customer experience to meet — and exceed — the expectations of today’s shoppers, the same competitive fire that typically brings out your best may very well put you out of business. Through advances in technology, increased mobile acceptance and the well-documented demise of brick-and-mortar shopping, today’s virtual consumer has limitless options in where they buy, and the next purchase opportunity is as accessible as a click of the mouse. So what exactly makes an online sale, and what breaks one? If there was a universally accepted answer to that question, every last retailer’s online experience would look exactly the same, but that is far from the case. In order to shed some light on the answer to this all-important question, let’s examine responses from more than 1,300 online shoppers in a recent consumer behavior survey revealing up-to-date habits and preferences. Let’s begin with some deal makers.