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Although various consumer electronics (69%); clothing/apparel (63%); reading books (67%); and household goods (38%) are common items purchased online, other common items would include office supplies, sporting goods, pet supplies, food and groceries.
58% of consumers have filled their online shopping cart with the expectation that they will complete the purchase, while 19% of consumers filled their online shopping cart as a wishlist alternative. However, 11% of consumers whose online shopping cart did reflect a prompted decision to not complete the purchase.
Approximately 50% of consumers considering purchasing products or services online purchased from their smartphone. In total, when considering time spent shopping on retail purchase decision making while previously making a purchase decision, consumers used time amongst personal computers (49%), smartphones (37%), and tablets (14%) respectively.
Social media influences the purchasing decision greatly. Approximately 84% of online shoppers report checking at least one social media site for a recommendation prior to purchase.
61% of the consumers surveyed identified their need to be able to purchase through mobile apps. Many believe this is a more convenient and personalized shopping experience.
Free shipping influences 80% of consumers to shop online. 64% of consumers are open to purchasing from retailers because they offer free returns and exchanges. Anything free related to shipping or returns and exchanges enriches the shopping experience and leads to customer loyalty.
Reviews and recommendations are important to consumers in determining whether to purchase or not. Consumers take the replacement of looking or a peer recommendation or influencer expressed endorsement through social media often determining their purchase decision was made or ending their search.
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