The holidays are around the corner. Holidays mean shopping season! With the rise in eCommerce, the trend of shopping has shifted from in-store to online. 1 out of every 4 people is known to shop online for health products and many more of their favorite items. Online shopping and consumer behavior have changed, thanks to digitization. Smartphones have been a major factor behind the shift in online shopping. With smartphones in their hands, customers have quick access to the internet. A couple of swipes and a few clicks is all that is required with mobile shopping.
Technological advancement is not the only cause of the rise of online shoppers. Online shopping consumer behavior research shows that the greatest factor is time. People these days do not have time to go shopping in stores. Especially with the approaching holiday season. Shopping online not only saves time and energy, but also money. Shoppers find great deals and marvelous discount offers when shopping online. With holiday shopping consumer behavior changes radically. Consumers need the best products at the lowest prices. The online shopping experience is such that one can browse through multiple websites simultaneously.
But the factors affecting online shopping behavior are multifold. Let’s discuss the factors that influence a shopper’s decision to shop from a certain website.
Website layout
Yes, the look of the website matters. Imagine logging in to an online store and seeing a clutter of products on display. A layout in which products from different categories are put together on the same page. No diversification, no categories mentioned, no filters, etc. Would you buy from such a website? No, right? Hence, the website layout affects the online shopping behavior of consumers as much as the products offered.
Easy User Interface
A website with easy navigation is preferred by shoppers. Nobody wants online shopping to be a quest in itself. A complicated UI where the process of checking out is confusing leads to lower conversion rates. An easy UI is a motivating factor that affects consumer behavior in online shopping.
Variety of Products Offered
When shopping, customers prefer stores that offer a wide range of products. This is a major reason behind the shift in the shopping behavior of consumers. Especially during holiday shopping, where the list of gifts is so diverse. If one can place orders for kid’s toys, household items, decoration products, all at one website, well, what can be better than that! One doesn’t have to order from multiple websites and then keep tracking each order. This factor directly affects the holiday shopping consumer behavior.
Customer Support
A dedicated customer support team goes a long way. Holiday shoppers are at their cautious best. They are aware of the active scammers during the season. Websites with customer support service gain the trust of the shoppers faster than the others.
Above-discussed are the factors online shopper behavior influences online shopping decisions with respect to the websites. Ahead of the holiday season, eCommerce has seen a sharp rise. But have we given it a thought as to why customers are shifting online? Why are online shopping websites flourishing? Let us understand this major shift in the shopping behavior of customers.
Factors affecting consumer buying behavior towards online shopping
Ease of access
The one constant factor that influences the customer’s to shop online. Convenience. Online shopping behavior research has shown that ease of access to several products is a stimulating factor. Shoppers love to have multiple options to choose from. Instead of going from one shop to another, shifting between tabs on the PC is easier. There is no time restriction. Customers can shop whenever they wish. With so many eCommerce companies entering the market, the competition is strife. To survive, online retailers offer great deals and discounts, especially near the holiday season. Online shopping consumer behavior research has shown that customers prefer to compare product prices. Online shopping of fashion and many other segments allows customers to conveniently do so. Home delivery is another factor that promotes online shopping. During the holiday season, stores are brimming with shoppers. Everyone is frantically looking for last-minute gifts. Online shopping provides relief from the hassle of in-store shopping.
Younger generation leading the shopping forefront
The majority of online shoppers belong to the younger generation. Millennials and Gen-Z were brought up surrounded by technology and gadgets of all sorts. Their shopping behavior is in stark contrast to that of the older generation. Especially Gen-Z, who have not known the time before the internet. For them, online shopping is the way to go. Millennials prefer to do their research before purchasing online. Reading online customer reviews, product descriptions, etc. The shopping behaviour of the younger generation dictates the current shopping trends.
Increased use of cards and digital payments
When talking about the shift in online shopping and consumer behavior, the use of cards cannot be overlooked. Online shopping with card payments has several rewards. Lucrative deals and cashback are offered by e-tailers over card payments. Shoppers find it easier as compared to in-store shopping. Even though one can use cards while shopping at a retail outlet, there are no major benefits included. Top it off with the security concern of card theft and you are left with concerned shoppers who prefer the security of shopping from home. Consumer behavior in online shopping is undergoing a transformation. Secure digital transactions are available across all major websites. Shoppers do not have to worry about identity theft and other scams.
International products available at the click of a button
With international players entering the market, the shift in online shopping behavior of consumers is massive. Shoppers can purchase international brands sitting anywhere in the world. eCommerce has bridged the geographical gap successfully. Products are available from all over the world at a single click. This motivates shoppers to continue shopping online.
Final Thoughts
The number of online shoppers is increasing. It is proving to be beneficial for the global economy as well. The online shopping behavior research shows that consumers prefer retail stores that offer online services as well. The fast-paced lifestyle is a major cause for the shift in the shopping behavior of consumers. Online shopping stores are open 24 x 7. Consumers can purchase various products sitting back at home. The factors affecting online shopping behavior are plenty. With their favorite brands available online at better prices, consumers are shifting to online shopping. Doorstep delivery and easy returns make online shopping a breeze. Millions of people worldwide prefer to shop online. The shopping behavior of consumers is changing for good. And this evolution is only going to spiral up.