In my opinion, choice, cost advantage and convenience is the incentive offered to consumers by the e-commerce companies. 

But you cannot discount the risk and trust factor which is high and low respectively in e-commerce. 

Hence a right combination of Physical and Digital experience is the new trend in Retail industry. 'Phygital' Marketing.

Today's shopper's are attracted more towards e-commerce sites for shopping because of following reasons-benefits, discounts,less price,convenience,ease of use, time saving,availability etc.