Web cookies were first introduced to help create shopping carts on eCommerce websites, into which customers can place items to purchase and then continue browsing the website, adding or removing items from the shopping cart, without losing the previously stored information. The use of cookies has since expanded and today embedding them in a web browser is an effective tool to help eCommerce merchants recognize and acknowledge existing customers.

Web cookies are simple pieces of data sent by a web server to a browser and then sent back unchanged by the browser every time it accesses the server. Web cookies are used for an array of purposes, including authenticating, session tracking (state maintenance) and maintaining specific information about users, such as site preferences or the contents of their electronic shopping carts. The ability of web cookies to maintain specific information about visitors and to readily provide it when they revisit a website helps eCommerce merchants to simplify the order process for returning customers by not requesting that they provide payment details that have already been provided during a previous visit. Web cookies remain stored in the browser until deleted by the user of the PC. You should consider adopting the following practices to help you improve the effectiveness of the use of browser cookies:
Use permanent browser cookies to retain non-sensitive cardholder information and preferences to enable repeat customers to order products and services without having to re-enter this information. This simple procedure will help increase customer loyalty as consumers appreciate not having to submit their payment details every time they visit a website.
Use browser cookies to maintain active user sessions, but once the session expires, you should request that the user logs in again, regardless of the computer being used.

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