examining the evolutionary process and the components affecting the improvement of customers’ online shopping experience in e-commerce startups

Given the role and importance of the customer in online shopping, addressing the customer experience in order to improve online shopping in electronic startups in the field of health, safety, and environment is important, so this study aims to identify and evaluate factors to improve online shopping. based on customer experience in electronic startups in the field of health, safety, and environment. this research is applied research in terms of purpose and is a descriptive survey in terms of data collection. the method of data collection in this study was a questionnaire. the results showed that these dimensions have a positive effect on improving online shopping based on the customer’s empirical process and encourage customers to repurchase. utilizing the introduced model helps e-startups to identify these dimensions and increase the performance of their startups by eliminating their weaknesses and strengths in the relevant field, and also while retaining current customers, and more users by purchasing attract online.