April 5, 2019
Digital consumers are being provided too many product options and the overload is stopping 46% from completing a purchase.
That's a prime finding from Episerver's third annual "Reimagining Commerce" research report.
In addition, the study found that one in four digital consumers research products on smartphones every day and nearly half, 47%, research multiple times a week.
The study surveyed more than 4,500 online shoppers across eight countries.
Of those polled a third, 35%, stated they look at an item three or more times before making a purchase and 87% compared what they find on a brand or retailer’s site to Amazon.com’s inventory.
"Knowing only a small fraction of customers do not use Amazon to compare products can certainly be a cloud over a retail operation seeking engagement and conversions on their digital properties," said Ed Kennedy, senior director of commerce at Episerver, in the release. "However, knowing consumers' mindsets that casual swiping can turn into committed shopping, retailers can drive interest and, ultimately sales, by lessening the burden of choice and doubling down on experience driven commerce. Product education, personalized content and site search, purchasing ease, promotions on multiple channels, peer reviews and performance of the site itself can all make a difference."
