The story of eye tracking and its possible applications in e-commerce

The use of eye tracking technology in research is rapidly increasing since it enables scientists to measure visually induced unconscious responses, what allows a comprehensive understanding of individual behavior. In the past, the technology was used to understand the processes of vision and reading better. Nowadays, eye tracking frequently appears as an additional psychophysiological method being used in marketing and different areas of software ergonomics. Eye tracking can unravel the difficulties of the use of the products, and cognitive processes behind consumer decisions can be analyzed by means of it, so the methodology can have a key role in the development of online platforms in e-commerce. This article presents the potential applications of eye tracking in e-commerce through the illustration of two domestic enterprises' webshop to give practical guidance alongside summarizing theoretical knowledge for industrial purposes.