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.