Abstract
The online shopping industry has grown significantly in the last few years, especially since the Covid-
19 pandemic. While many customers favour this switch to shopping online, many e-commerce websites
are not sufficiently compatible with customers' expectations with regard to online shopping experiences
(Shukla, 2021). This leads to a large number of negative shopping experiences, where customers do not
feel satisfied with shopping on some e-commerce websites. As such, this article aims to provide insight
into the experiences of customers based on the reviews that they post online on Website X, a specific
e-commerce website used as the basis for the study. This article made use of a qualitative approach to
explore the language used in customer reviews left on the Google My Business profile of Website X.
Here, positively connotated words and utterances, along with negatively connotated ones, were
analysed. The data collected were clustered into main characteristics that all relate to important features
relating to e-commerce and customer experience. The findings indicate that user experience
significantly affects the type of language chosen when posting a review. This, in turn, affects the buying
power of potential customers. Thus, online reviews have a major influence on businesses and how
potential customers view a business, which in turn affects their purchasing decisions.