Social presence and possibilities to interact with sellers are important in e-commerce, as shopping has always been a social activity ( Lu et al., 2016) and because social presence has been shown to increase customers’ initial trust in the website and customer’s trust in the seller, as well as enhance customers’ purchasing intentions and thereby boost firms’ sales ( Gefen and Straub, 2004 Ogonowski et al., 2014 Olson and Olson, 2000). Moreover, within the past decade, there has been a developing interest in investigating how person-to-person interaction and social presence could be embedded into an online shopping environment ( Gefen and Straub, 2004). Buyers increasingly prefer online interfaces, and almost 75 per cent of B2B buyers prefer purchasing via a website than relying on salespeople, while 93 per cent of them prefer purchasing online once they have decided what to buy ( Arli et al., 2018 Hoar, 2015). E-commerce and new forms of computer-mediated communication (CMC) have increased the use of CMC between buyers and sellers ( Murphy and Sashi, 2018) and essentially changed buyer–seller interactions in business-to-consumer (B2C) and business-to-business (B2B) sales ( Arli et al., 2018). Online shopping continues to grow in popularity, and new online stores are constantly being established. The full terms of this licence may be seen at

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