In order to determine if online shoppers should value form over function, it is important to determine what those terms mean. Form is the usability of the site while function is the performance of the site. As a consumer, one would be looking for both of those to work hand in hand to have the best user experience. A site needs to be able to draw in a user. If a site has a lot of items on the page, it becomes overwhelming and distracting, a quick way to lose a customer, thus showing how form can be important. However, even a site with clear, consistent context will lose a customer if the site does not function. Design and message should match, if a click does not bring the consumer to what they are looking for, again, a customer can be lost. In order to have the best online shopping experience, both form and function need to work together.