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What influences shoppers to buy online?

The typical UK online shopper spends an average of £1,174 per annum (Retail Me Not) but as the market and buyers mature, it becomes increasingly hard for sellers to attract their attention and convert them to buy online. It’s important to understand the psyche of the online shopper so you can cater for their needs to get them flocking to your marketplace stores. With this in mind, we asked 100 UK consumers aged between 25-34 about their online shopping habits and what influences their purchase decisions…

Amazon leading the way
Which shopping sites do you use most often?

shopping-sites

When it comes to marketplaces used most often, it was predictably a race between the two ecommerce giants, but it was Amazon that emerged as the winner with 51% of the vote – eBay was not too far behind with 42%. Google Shopping, Rakuten and Flubit were all unpopular with our respondents who buy online, but it was interesting to see that just 6% claimed to visit retailer websites to do their shopping. If you’re experiencing lower sales on your website in comparison to other marketplaces, you may be better off diverting more attention to your most successful site, like Just Sport and Leisure did.

Price is king, but it’s not the only factor
Please select what most influences you to buy online

shopping-sites

So what really persuades consumers to buy online and complete an purchase? Very few respondents claimed to be swayed by Google Certified Shops; despite the fact the search giant’s programme gives buyers confidence and reassurance in the seller’s ability to dispatch and offer excellent customer service, in addition to free purchase protection. This limited influence could be explained by the small number of respondents (6%) who cited retailer websites as their most-used shopping channel.

Even though Google Certified Shops didn’t prove to be influential among our respondents, don’t discount it for your business. Read how it has improved Bamford Trading’s ability to build buyer trust.

Those offering competitive prices are most likely to succeed in getting customers to complete the sale, according to our survey. Positive reviews also contribute greatly to a shop’s reputation, with almost a third saying this highly impacted on their decision to buy. Detailed product descriptions ranked the third most important factor in the buying process (12%), followed by good product imagery (4%).

High shipping costs means high abandonment
What’s the biggest reason for you abandoning the cart?

shopping-sites

An abandoned shopping cart is the bane of all ecommerce sellers’ lives, so we asked shoppers who buy online what their top reason is for leaving items in the shopping basket. Shipping costs took the number one spot, with over two thirds of respondents blaming this added charge for failing to complete a purchase. Payment security concerns and a poor returns or refunds policy came joint-second, followed closely by ‘having to create a new user account’. Only a small number of respondents said being asked for too many details and a confusing checkout was off putting.

Promotions encourage shoppers to spend more
What makes you spend more per order?

shopping-sites

When it comes to spending more per order, product discounts or free shipping offers if customers spend a bit more, were enticing enough for 43% and 41% respectively. So, if you want to encourage customers to spend more per order, think about introducing more offers and free shipping for a minimum spend. Product bundles, a good returns and refunds policy and easy checkout and payment process, were all placed lower on buyers’ criteria to increase the basket total.

Facebook smashing traffic referrals
What social channels keep you most informed when it comes to online shopping?

shopping-sites

Facebook was overwhelmingly cited as the most effective social channel to keep customers informed about online shopping, according to 67% of respondents. Facebook dominates as a source of social traffic and sales, accounting for two thirds of mobile ecommerce traffic. Interestingly, Groupon has crept in as the second most popular way for buyers to keep up-to-date with online sales. And Twitter seems to be losing market influence, garnering the interest of just 6% of buyers.

At Volo, we want to help your business take off by helping you win the buy box more often. Start your ecommerce adventure today.
Contact us
Go back

What influences shoppers to buy online?

The typical UK online shopper spends an average of £1,174 per annum (Retail Me Not) but as the market and buyers mature, it becomes increasingly hard for sellers to attract their attention and convert them to buy online. It’s important to understand the psyche of the online shopper so you can cater for their needs to get them flocking to your marketplace stores. With this in mind, we asked 100 UK consumers aged between 25-34 about their online shopping habits and what influences their purchase decisions…

Amazon leading the way
Which shopping sites do you use most often?

shopping-sites

When it comes to marketplaces used most often, it was predictably a race between the two ecommerce giants, but it was Amazon that emerged as the winner with 51% of the vote – eBay was not too far behind with 42%. Google Shopping, Rakuten and Flubit were all unpopular with our respondents who buy online, but it was interesting to see that just 6% claimed to visit retailer websites to do their shopping. If you’re experiencing lower sales on your website in comparison to other marketplaces, you may be better off diverting more attention to your most successful site, like Just Sport and Leisure did.

Price is king, but it’s not the only factor
Please select what most influences you to buy online

shopping-sites

So what really persuades consumers to buy online and complete an purchase? Very few respondents claimed to be swayed by Google Certified Shops; despite the fact the search giant’s program gives buyers confidence and reassurance in the seller’s ability to dispatch and offer excellent customer service, in addition to free purchase protection. This limited influence could be explained by the small number of respondents (6%) who cited retailer websites as their most-used shopping channel.

Even though Google Certified Shops didn’t prove to be influential among our respondents, don’t discount it for your business. Read how it has improved Bamford Trading’s ability to build buyer trust.

Those offering competitive prices are most likely to succeed in getting customers to complete the sale, according to our survey. Positive reviews also contribute greatly to a shop’s reputation, with almost a third saying this highly impacted on their decision to buy. Detailed product descriptions ranked the third most important factor in the buying process (12%), followed by good product imagery (4%).

High shipping costs means high abandonment
What’s the biggest reason for you abandoning the cart?

shopping-sites

An abandoned shopping cart is the bane of all ecommerce sellers’ lives, so we asked shoppers who buy online what their top reason is for leaving items in the shopping basket. Shipping costs took the number one spot, with over two thirds of respondents blaming this added charge for failing to complete a purchase. Payment security concerns and a poor returns or refunds policy came joint-second, followed closely by ‘having to create a new user account’. Only a small number of respondents said being asked for too many details and a confusing checkout was off putting.

Promotions encourage shoppers to spend more
What makes you spend more per order?

shopping-sites

When it comes to spending more per order, product discounts or free shipping offers if customers spend a bit more, were enticing enough for 43% and 41% respectively. So, if you want to encourage customers to spend more per order, think about introducing more offers and free shipping for a minimum spend. Product bundles, a good returns and refunds policy and easy checkout and payment process, were all placed lower on buyers’ criteria to increase the basket total.

Facebook smashing traffic referrals
What social channels keep you most informed when it comes to online shopping?

shopping-sites

Facebook was overwhelmingly cited as the most effective social channel to keep customers informed about online shopping, according to 67% of respondents. Facebook dominates as a source of social traffic and sales, accounting for two thirds of mobile ecommerce traffic. Interestingly, Groupon has crept in as the second most popular way for buyers to keep up-to-date with online sales. And Twitter seems to be losing market influence, garnering the interest of just 6% of buyers.

At Volo, we want to help your business take off by helping you win the buy box more often. Start your ecommerce adventure today.
Contact us