The onus on the designer to get it right first time
That's a lot of responsibility for a Web page designer, after all, in the real world there are specialist store designers, specialist window display artists and sales assistants that are trained to persuade.
The fact is that some companies are losing customers, revenue and credibility through badly implemented online ordering systems.
In a recent study by Bizrate.com , three quarters of all respondents said that they would not return to a merchant's site if they experienced problems on the first visit. The onus on the designer to get it right first time - there may not be a second chance!
On the upside, I've just received two fairly obscure books from Amazon eighteen hours after ordering them on the Web.