Online retail continues to grow, with 42.6% of UK consumers buying online at least once a week, and the average online spend per shopper reaching £71 per month. 

Theses are some of the finding of a survey of 2,000 UK shoppers by eCommera, which also finds that more than a third of shoppers have increased their online spending over the past year. 

Here are some highlights from the report...

Reasons for shopping online

Price was the most important factor for 60% of respondents, followed by convenience of having items delivered (51%). 

Why consumers shop online: 


Recommendations from friends or family is the single most important factor in the choice of website to buy from, with 71% giving this reason. 46% said knowledge of the retailer from their high street presence was a key factor, an important advantage for multichannel retailers. 

35% visited a particular etailer thanks to their visibility on search engines, while 21% were prompted to visit a site by offline advertising. 

What deters customers from a website

Respondents were asked what would deter them from shopping with a particular etailer, and the most common answer was poor images and product descriptions (42%). 

Other turn-offs were poor navigation (32%), concerns about payment security, finding that items are unavailable (26%), no contact details (18%), and over-long checkout processes (16%). 

Having made a purchase, customers would be deterred from repeat purchases by receiving an order that wasn't as described (42%), late delivery (19%), and poor after sales service (18%). 

Cross-channel shopping habits

When asked how they shop, 63% said they research across multiple websites before completing their purchase online, while 45% go to a website they have used before to see if they can find what they want. 

30% will research products and prices online before completing the purchase at their local store, while 26% do the reverse and buy online after checking out products in store. 

Graham Charlton

Published 9 August, 2010 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (4)

Stephen Logan

Stephen Logan, Senior Copywriter at Koozai

Interesting to see that poor product descriptions were the highest deterrent for consumers. Obviously as a Copywriter that gives a little credence to the work that we do and shows that etailers need to take the design and content of their site seriously.

Useful statistics though, good to see the UK online market is growing and that search and content remain integral factors in enticing Internet sales.

almost 8 years ago



Another percentage of a percentage headline!

almost 8 years ago


Giedrius Ivanauskas

Useful stats. Quite interesting that only 40% believes that there is more choise online. It's a clear fact that there is much more choise on internet (not including services), it means that there is still a long way to go in promoting e-commerce.

almost 8 years ago

Jack Willis

Jack Willis, Director at Marketing Grin

Regarding what deters customers from a website:

It's an issue of trust. Of course buying in person means you can hold the product in your hand, have a chat with the seller and have confidence that the seller cannot disappear from the location too soon. The online world is a scarier place. How can the customer trust that she won't lose her money if the product description is poor, contact details unavailable and return policy inaccessible? Poor navigation implies poor customer service.

Rob D - Marketing Grin | London Digital Marketing Agency


almost 8 years ago

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