This is because for example, if you buy a designer watch from an e-commerce site, you don't know 100% if it is original or not, which is why some customers do not trust e-commerce sites. Some customers also have trust issues with e-commerce companies because they believe their personal information is not confidential. Customers also have problems when e-commerce sites personalize their use of the sites, recommending other products to them, focused on what they have previously purchased or searched for. Lack of human contact This is also a disadvantage for e-commerce sites because customers cannot speak to anyone from the business and prefer to shop in-store, for this reason. Customers also like to physically see the item they are purchasing, but with e-commerce, they cannot do that. This is why there is a lack of human contact. Also, if a customer wants to buy clothes, he will be able to feel the quality and try it in store, but with e-commerce this is impossible.