Why Consumers Shop Online

The Psychology of Time Savings and Gratification by Shopping Online, and How to Serve It

If there is one behavioral change that has solidified since COVID-19 landed in the U.S. – online shopping. When consumers could not or would not visit brick-and-mortar stores last year because they were afraid of catching the virus, and they defaulted to buying online for holiday and personal products, and it’s a trend that is likely to continue.

Convenience Is Most Important

Recent studies about why consumers shop online indicate that the two primary reasons are convenience – the ability to shop literally 24/7 – and the perception of being able to buy products and have it shipped free, which is another convenience. In addition, online shopping has taught consumers to expect that once orders are placed, the products are shipped the same day.

But consumers are still consumers. Today’s consumers are using a mix of different ways to assess large-item and emotionally or practically important purchases. They may research a product on their tablet, visit a store to test or examine the product, then buy it online at a lower price than the store version.

A recent National Public Radio poll of consumers revealed the following:

• 69% or nearly seven in ten Americans say they have purchased an item online
• 92% of online shoppers say they have bought an item through Amazon
• 64% of online shoppers are Amazon Prime users
• 90% of online shoppers prefer free shipping even if an item takes longer to arrive
• 84% of online shoppers have purchased clothes or shoes from a digital retailer
• 88% like online shopping because of ability to shop day or night and ability to find a product easily
• 36% of men, who have shopped online, purchased an item with a price tag of $1,000 or more, which is twice as many as women (18%) who did the same
• 78% like online shopping because they don't have lines of people
•  73% of online shoppers say they set out looking for a particular brand while nearly one in five (18%) are more likely to just be guided by a recommendation from the online retailer.
• Nearly half of online shoppers (48%) are more concerned with getting the best deal compared with 47% who are online to purchase a specific brand. 

More People Are Using Smart Phones to Buy

One of the most interesting but not unexpected trends in online purchases is the use of smart phones to browse and buy from ecommerce sites. In 2021, smart phones comprised about 70 percent of all retail website visits worldwide, while desktop and tablet visits generated a higher purchase rate in 2020. As more people use smart phones, there is a higher probability that they also will execute purchases using the phones.

Having a website that is optimized for smartphones and tablets, meaning adjustable and easy to read when using a mobile device, is essential to your success.

Online Shopping Is Here to Stay

While people do enjoy browsing products in stores, they also will carry their smart phones to price compare and shop while inside a store. Many people will also simply bypass stores and shop directly online. Having an attractive and easily navigated online store with products that are priced competitively, is vital to the success of your ecommerce store.