TECHNOLOGY

Survey: What features do e-commerce shoppers want?

BY Dan Berthiaume

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.

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