Why people Shop Online?

A recent study of users who have bought products on the Web has three important findings with implications for Web design:

• Convenience and ease of use are the main reasons people buy at websites
• Shoppers only buy 5% of the time they visit e-commerce sites: facilitate product research, cross-shopping, and other non-buying tasks that account for 95% of visits if you want to turn people into loyal users
• E-commerce is going international, with many users buying from foreign sites (this latter conclusion is less true for American customers who mainly buy from domestic sites, but it has profound implications for American vendors who can sell a lot overseas if they bother to serve international customers)

The results come from a survey sponsored by the Danish E-Commerce Association. The survey was completed by 2,929 Internet users in Denmark, of which 1,780 (61%) had actually bought something on the Web. I am only reporting the answers from this latter group of buying users.

Ease of Buying Attracts Customers

Respondents were asked to list the five most important reasons to shop on the Web. Even though low prices definitely do attract customers, pricing was only the third-most important issue for respondents. Most of the answers were related to making it easy, pleasant, and efficient to buy.

Most Important Reasons People Shop on the Web
Easy to place an order	83%
Large selection of products	63%
Cheaper prices	63%
Faster service and delivery	52%
Detailed and clear information about what is being offered	40%
No sales pressure	39%
Easy payment procedures	36%

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