Convenience prime factor in online shopping
The aspect of convenience is the main reason U.S. shoppers are heading online, with 58 percent of consumers choosing to shop on the web, according to an Arvato study.
The data also reveals 61 percent of consumers say it's easier to compare prices online as opposed to in-store comparison, and 36 percent said stock availability was easier to track online.
The report polled 2,000 shoppers.
Yet price remains a key motivation for online buying, and 24 percent would cancel an order if they thought they could get it cheaper at a store.
"With omnichannel buying journeys becoming more complex and connected consumers' demands changing at pace, retailers need to understand the key considerations of their customers, both online and offline. Getting these key interactions right can be the difference between a conversion or a lost sale. To achieve this insight, a single view of the customer and stock are baseline requirements, with the correct mix of systems and processes to support them, in order to deliver the seamless shopping experiences U.S. consumers have come to expect," said Ferka Vukel, director of fashion and cosmetics at Arvato SCM Solutions, in a press release.