Survey: What features do e-commerce shoppers want?
Online consumers have definite preferences about their experience, according to a new study from omnichannel marketing platform provider Episerver.
Results of the third annual “Reimagining Commerce” survey of more than 4,500 online shoppers across eight countries indicate the top three capabilities/features e-commerce retailers should support are free shipping (67%), shipment tracking (61%), and information about returns (52%).
Survey findings also reveal that how e-commerce content is presented can negatively impact the online shopping experience. Almost half of respondents (46%) have failed to complete a purchase online because there were too many options to choose from. And almost all (98%) respondents have stopped completing a purchase due to incorrect or incomplete content on a brand’s website and/or mobile app.
Other interesting data points include:
• 52% of online shoppers who use social media have clicked on an influencer’s post, and a third (31%) have made a direct purchase from the post.
• 46% of respondents start their online purchase journey at a marketplace when they have a product in mind, 39% do so when they do not have a product in mind.
• 17% of respondents use voice devices to make purchases multiple times a month or more frequently, and 22% use the technology for research purposes in the same time-frame.
• Although 88% of online shoppers say it is the same or higher priority for brands and retailers to offer personalized experiences online in 2019 compared to 2018, more (93%) say it is the same or higher priority for companies to respect their anonymity online.
Results of the third annual “Reimagining Commerce” survey of more than 4,500 online shoppers across eight countries indicate the top three capabilities/features e-commerce retailers should support are free shipping (67%), shipment tracking (61%), and information about returns (52%).
Survey findings also reveal that how e-commerce content is presented can negatively impact the online shopping experience. Almost half of respondents (46%) have failed to complete a purchase online because there were too many options to choose from. And almost all (98%) respondents have stopped completing a purchase due to incorrect or incomplete content on a brand’s website and/or mobile app.
Other interesting data points include:
• 52% of online shoppers who use social media have clicked on an influencer’s post, and a third (31%) have made a direct purchase from the post.
• 46% of respondents start their online purchase journey at a marketplace when they have a product in mind, 39% do so when they do not have a product in mind.
• 17% of respondents use voice devices to make purchases multiple times a month or more frequently, and 22% use the technology for research purposes in the same time-frame.
• Although 88% of online shoppers say it is the same or higher priority for brands and retailers to offer personalized experiences online in 2019 compared to 2018, more (93%) say it is the same or higher priority for companies to respect their anonymity online.