What Influences Purchasing?

The e-commerce company BigCommerce recently did a study on purchasing decisions to see what factors affect purchasing online. It is illustrated in the infographic below, but we will highlight some of the statistics for you:

What Factors Influence Online Purchasing:

• Product Quality 56%
• Free Shipping 49%
• Easy Return 35%
• Customer Reviews 33%
• Visual Search 30%
• Great Navigation 26%
• Checkout Ease 24%
• Multiple Options 24%
• Special Size 12%
• New Product 10%

Most Important Features of a Multi-Channel Retailers:

• Competitive Pricing 80%
• Online Purchase 62%
• Delivery Speed 54%
• In-Store Pickup 45%
• Loyalty Rewards 38%
• Online Reviews 38%
• How-Tos& Demos 36%
• Store Pickup 33%
• Word of Mouth 32%
• Social Advice 18%

How the Web Impacts Shopping:

• 62% of shoppers research big-ticket items in-store before buying online
• 9 out of 10 users say they watch videos about the tech products they may buy
• 54% of shoppers are smartphone owners
• 76% of shoppers who own smartphones use them while shopping
• 50% of shoppers use smartphones while shopping to check prices, promotions, product reviews or product information

How Social Media Impacts Shopping:

• 81% say posts from their friends directly influence their purchase decision
• 30% are most likely to respond to brand offers when the have been reposted by a friend
• 38% of moms are more likely than other women to purchase from brands they “like” on Facebook
• 44% of people are most likely to engage with branded content that contains pictures
• 40% of people are most likely to engage with branded content that contains status updates

37% of people are most likely to engage with branded content that contains videos