eCommerce: Consumer Preferences & Behavior

What compels you to finalize a purchase when you're scrolling online? Is it a persuasive product description or a compelling brand reputation? The psychology behind modern online shopping is not just intriguing but vital for businesses to understand. Accurate product information and brand credibility stand as twin pillars influencing consumer choices. 

As we navigate through this intricate landscape of digital consumer behavior, we'll delve into the elements that people prioritize when clicking "Add to Cart." This includes everything from the significance of high-quality visual aids to the less obvious but still crucial role that site aesthetics and blog content play.

What Type of Content Influences Online Shoppers the Most? 

The data from Wunderman Thompson Commerce's Future Shopper Report for 2023 sheds light on the priorities of online shoppers. 

The leading factor that influences purchasing decisions is accurate product descriptions, with 46% of shoppers ranking this as most important. This may or may not come as a surprise to some, but robust product descriptions are far more important than they are given credit for – more on that later. 

High-quality images and the brand, both at 32%, follow in the second spot. These elements show that customers value clear, detailed information about a product, as well as the reputation of the brand selling it.

Additional factors include easy-to-read content, highlighted by 23% of shoppers, and the aesthetic appeal of the website and video content, both at 20%. These aspects point to the importance of user experience and engagement in influencing shopping decisions. Speed of checkout is a consideration for 18% of shoppers, whereas blog posts and news articles on the website sway only 10%. 

In order to improve our understanding of the matter, we will group these factors into bigger themes. The aspects that shape online shopping behaviors coalesce around two pivotal themes: product information and presentation, as well as trust and credibility factors. Now, let's delve into how these key elements manifest in the consumer's shopping journey.

Product Descriptions Go a Long Way 

In a space where most of the basic senses are eliminated – touch, smell and taste – consumers and sellers alike have to work with what’s left – sight and hearing. According to the results of a survey by Dynata, the top two drawbacks of eCommerce among global consumers are the lack of opportunity to touch or feel products and the inability to be sure of the quality, agreed by 46% and 45% of respondents, respectively. 

In this vein, accurate and easy to read product descriptions are critical as they provide shoppers with essential details like dimensions, materials, and functionalities. Comprehensive information helps shoppers make informed decisions and reduces the chances of returns.

Another way of tackling this is providing good visuals of the products being sold. High-quality images contribute to this by giving a closer look at products and simulating the in-store experience, showing the product from multiple angles and may include zoom-in features. 

In addition, video content as well offers a dynamic presentation of a product, showcasing its features in action. Videos can also provide testimonials or how-to guides, making them a powerful tool for influencing decision-making.

Trust and Credibility Factors 

With so much fradulent activity taking place online every day, it’s quite reasonable that consumers want to trust a brand before they shop from them. A strong brand acts as a marker of trust, offering a sense of reliability and quality assurance. Buying from a reputable brand can reduce the perceived risk for online shoppers, which is important to mitigate concerns about fraudulent activities. 

Credibility is also one of the key aspects for consumers in deciding whether to shop online or in-store. Findings of a survey by Uberall provides valuable takeaways in this context: in France, Germany, the United Kingdom, and the United States, a little above two thirds (67%) of consumers consider it more likely to trust a business in their community than an exclusively online one.

What about when consumers order online from a different country? You guessed it, trust is key there too. 

When it comes to cross-border eCommerce, which marked a nearly 60% surge in sales between 2019 and 2021 in Europe, lack of trust in a website’s authenticity is the third leading reason (with 28%, behind shipping and delivery issues) for consumers worldwide to abandon their carts, as per a report published by Global-e.

Smoother Checkout, Better Sales Opportunities 

Speed of checkout is another trust-building factor; a quick and straightforward checkout experience minimizes friction and reduces the chances of cart abandonment.

Data published in 2021 by ClearSale indicates that half of online shoppers in the United States abandoned an online purchase due to slow and/or complicated checkout process. As it can be seen in the chart above, other countries involved in the research – Mexico, Australia, Canada, and United Kingdom – also displayed high percentages. 

Keeping it simple and making the checkout process as smooth as possible is wise for online businesses. The idea is that the consumer should do as little work as possible.

Shopping Behavior & User Preferences: Key Takeaways 

To succeed in the online market, you need to know how customers act, build trust, and make sure they have a good experience. Even as things change, some basic rules remain key. Here are the key points from the article, summarized.

Accurate product descriptions are the leading factor in online purchasing decisions, emphasizing the importance of product information and presentation, as well as trust and credibility. 

The top challenges in eCommerce are the inability to touch or feel products and to ascertain their quality, making accurate product descriptions, high-quality images, and dynamic video content crucial for informed decision-making and reducing returns. 

Consumer trust in a brand significantly influences online shopping behavior, with 67% more likely to trust a local business over an exclusively online one, and lack of trust being a leading reason for cart abandonment in cross-border eCommerce. 

A quick and straightforward checkout process is crucial for building trust and reducing cart abandonment, as half of U.S. online shoppers have abandoned purchases due to slow or complicated checkouts.

Sources: Dynata, Uberall, Global-e, ClearSale, Statista, ecommerceDB