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What are the desires of internet shoppers? Less frustration

Published: September 20, 2024
Author: HFT

Slightly less than half of consumers rate merchants’ e-commerce discovery experiences as average or worse, indicating that there is still room for improvement in the online purchasing experience.

Constructor conducted a poll to assess the quality of product discovery and e-commerce search. Of the respondents, 42% of consumers in the United States and the United Kingdom gave shops a “C” or lower.

In 2023, there will be over 275 million American consumers who shop online, spending over $1 trillion. Despite this growth, consumers still lament convoluted and slow search engines and results that don’t correspond with their needs.

Of the approximately 900 shoppers surveyed, 44% said it takes them at least three minutes to find the goods they’re looking for through search results. That process takes at least eight minutes for one-fifth. Merely 24% of participants characterized the procedure as “rapid.”

For 41% of customers, having to reword their queries “frequently” or “always” to let search engines comprehend what they mean is a difficulty when it comes to finding the proper products. Additionally, forty-two percent of respondents claimed that although the results are “technically” accurate, they aren’t displaying the goods they had hoped to view or ones that aligned with their preferences.

This is consistent with the view held by over 40% of participants, who feel that even when they shop at their preferred store, the website treats them like a stranger and offers only generic suggestions without any personalization.

According to the poll, a subpar product discovery experience causes over half (52 percent) of users to abandon the website and shop elsewhere. Conversely, 62% of respondents stated they would frequent a store more frequently, and 42% stated they would choose that store first if they could find great products there. If the experience was better, a quarter of them would even pay an extra 5 to 10 percent for the item.

According to Nate Roy, Constructor’s head of e-commerce innovation, “good product discovery experiences literally pay off.” “Good digital experiences are becoming more and more important, and successful retailers strive to meet and surpass customer expectations.”

Better search results that match their needs (45 percent), improved filtering (33 percent), personalized search results (30 percent), autocomplete functionality (27 percent), and a better integration of online and in-store experiences (24 percent) are among the features customers said they wanted to see from retailers.

With 61 percent of respondents using mobile devices for at least half of their online buying and one-fifth using them for all of their online shopping, the use of mobile devices for e-commerce is also on the rise. Although 21 percent of Baby Boomers use a mobile device when they shop, 30 percent of this generation also prefers to purchase only from a computer.

Constructor’s survey inquired about the online preferences and experiences of 585 American and 311 British consumers on e-commerce sites other than Amazon.com.

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