Consumer Behavior

Consumers crave convenience when it comes to checkout

Adobe Stock

July 14, 2023

A hefty number of consumers, 65%, would like to purchase directly from a link in-content and are highly motivated by online content.

Those are top findings from a AiBuy report, "2023 Consumer Path to Purchase," that revealed there is an increasing consumer desire for more convenient shopping options, according to a press release.

Additional findings include:

• 20% will abandon their cart and not move forward with the purchase because of too many pop ups from the brand/retailer while on their site.
• 19% because the discount code was not working or any other technical issue.
• 18% if having to create an account with the retailer/brand.
• 17% because of being redirected more than once.

"There's no doubt e-commerce has changed in recent years to provide more convenience, but not nearly enough to adapt to the new path to purchase consumers are taking," Randy Bapst, CEO of AiBuy, said in the release. "It's time for platforms to cut out the middleman and offer checkout options directly in the content that's being viewed — only then will the process cater to consumers without disrupting their viewing experience, yet still offering commerce options that drive revenue for brands."