Price, reliability and choice key factors when making purchase decisions online


By Ishbel Macleod, PR and social media consultant

March 19, 2013 | 1 min read

Price has been rated as the top preference for online shopping, with 61 per cent saying that nothing is better than a bargain.

The Rakuten research found that almost half of global shoppers (49 per cent) surveyed also consider the reliability of the retailer to be paramount when making purchase decisions online; while 40 per cent of consumers considered choice to be the next most important feature in an online store.

Adam Stewart, marketing director at Rakuten’s Play.com, said: “Competition online is evolving, discerning shoppers will always look for a good deal, but as retailers we need to move away from a model of unsustainable cost cutting towards value creation.

“This research shows that, while price is important shoppers are increasingly looking for more than that online, they want brands they can rely on, that deliver entertaining and secure shopping experiences. Retailers need to focus on creating a reliable shopping experience in order to build loyal consumers who are happy to come directly to them for their shopping needs.”

In the UK 44 per cent of shoppers consider choice the most important feature.


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