Customers channel switch when shopping, stats show
Online surfers often buy from a ‘real’ shop (Kate Billinghurst)
To be more successful eCommerce Websites need Improved Usability and Accessibility
Consumers are prone to channel-switching when looking to make a purchase online, a new survey has revealed.
The ATG Cross-Channel Commerce study discovered that 78 per cent of people use more than one site when shopping for goods.
Only 22 per cent of respondents said they stick to just one channel, while 48 per cent will use two channels to help them make an informed purchase.
Nearly half (43 per cent) of those using more than one channel had called a customer advisor because they were unable to find sufficient information online.
Meanwhile, 39 per cent had visited a shop in order to see the product for themselves before parting with any cash and 22 per cent purchased from it directly.
Some of the main pitfalls experienced when shopping online were a lack of clear information on delivery and shipping options and encountering site errors.
Chris Russell, director of eDigitalResearch, recently proposed that the world of online shopping is likely to undergo a period of change very shortly.
“Poor weather generally gives online sales a boost – you generally don’t get wet or cold when buying online!,” he highlighted.