Abstract-Web usability is an integral part of e-commerce. Users are less prone to the websites which are difficult to navigate and slow in response time. E-commerce business is growing aggressively on daily basis, but lack of user trust can impede this growth. Success of online business is largely dependent on getting user's trust. There are different techniques and models to measure web usability and user trust level, but they are not covering all aspects of web usability. So we proposed a new enhanced SUPR-Q model with six (6) parameters, such as Usability, Effectiveness, Efficiency, Learnability, Satisfaction and Security. We performed an experiment with one hundred twenty (120) participants to measure the web usability and user's trust on two famous e-commerce websites of Pakistan (daraz.pk & homeshopping.pk). We divided our participants into two equal groups, such as Random and Regular group on the basis of their previous shopping exposure. Our results shows that usability score of Regular group who did shopping most frequently were better than the Random group which was less exposed with shopping experience. Regular group was more satisfied from both websites with the score of 46.8% on daraz.pk and 44.8% on homshopping.pk as compared to Random group. Both groups showed higher usability score on daraz.pk which was 45.2% in case of Regular group and 40% in case of Random group due to the higher effectiveness and efficiency of web interface. The overall results showed that trust on e-commerce website plays vital role in user's satisfaction and purchasing.

Semantic web is gaining interest of lot of people due to its great power. Semantic web makes the data understandable for machines. It enables machines to interpret the data published by the web in machine interpretable form. Though lots of businesses are moving towards Ecommerce websites, but there are few problems with the current ecommerce systems due to the lack of proper standards. Daily thousands of people search for the product they want to buy and due to the inefficiency of the systems it wastes lot of time and resource of the users. Semantic web has that power to overcome those problems and it can accelerate the business to further higher level where ecommerce websites are playing very important role. This paper gives the introduction of semantic web mining and its techniques and then problems of the current ecommerce systems and how those problems can be avoided using semantic web. It discusses the detailed semantic web ecommerce architecture.