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Study: Too many choices can stall retail purchase activity

April 26, 2019

Providing too many product options prevents nearly half of transactions (46%) from taking place, according to Episerver's third annual Global Consumer Study.

The findings also reveal that one in four digital consumers research products on smartphones daily, and 47% research multiple times per week. A third of global digital shoppers look at an item three or more times before making a purchase, according to the data.

The study polled more than 4,500 online shoppers in eight countries.