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why do people shop on the internet

nline shopping is easy. Films have been made about it (
), and many people get clothes from stores only available online, such as. By the end of 2015, online shopping in the UK was worth бе115bn, a figure thatБs expected to increase through Christmas 2016. ItБs estimated thatб. So, whatБs stopping you? Here are our favourite reasons why you should shop online: Staggering home with 10 supermarket shopping bags is a pain Б especially when they cost 5p each. Shop online, get them delivered and have a bag-free shop. Nobody ever walked into a store and walked out with a gazebo and a tiger onesie. But thanks to sites such as, and other eclectic marketplaces, itБs perfectly acceptable to sit down after a glass or two of vino and ponder what your living room would look like with a zebra print wall rug. Even better, nobody need ever witness you making these embarrassing purchases. Refunds are your friend. Why not buy four dresses, try them on in the comfort of your own home and send back the ones that donБt fit? Yes, you can try on several dresses in-store, too, but no one will rush you at home and there will be no more split-second changing room decisions or a trip to town to take back the rejects. Online marketplaces are pushing boundaries all the time. They know people are becoming used to the convenience of the internet, so they are looking for ways to keep people amused. is a button you can attach around the house Б above the toilet or by the washing machine Б that lets you demand a delivery of toilet roll or washing powder if you run out. Useful, and fun! Forgot a nephewБs birthday? No worries. Simply have a quick look online, make your purchase and get your gift delivered next day. Include a little notecard and youБll look like the most organised relative on the planet. Afraid all your neighbours will laugh at your Hello Kitty carrier bag? Well then, just book online. Most likely, your goods will be delivered in a secretive brown box, and curtain-twitchers will be sorely disappointed with your activities. ThereБs always a coupon voucher to be found and applied.


Buying white goods or electrics? Chances are big appliance stores are in direct competition with online marketplaces, so they might offer discount vouchers with 10 per cent off to entice you. Check sites such as for good deals. You head to the store, see a toaster youБve been dying to buy, but suddenly realise there arenБt pages and pages of reviews stuck onto the shelf. How will you know if the toast toasts on both sides? What if the spring thing jams? Buying online means you can read millions of reviews, ensuring the toaster of your dreams wings its way to you speedily. Rather than traipse from one end of the high street to the other, shopping online means you can hunt for the cheapest deals without leaving the comfort of home. It might take a little longer online, but youБll be able to purchase your item happy in the knowledge you paid the best price. 10 No crowds! The best reason to shop online by far Б who wants to scrum their way through a crowded store playing covers of terrible 1980s music? Set up your laptop and sit with a shortbread biscuit and mug of tea. Bliss. If itБs Wednesday evening and you suddenly realise thereБs just enough in the cupboard for some beans on toast, donБt panic. Eat the beans, and then order a next-morning online delivery. By 8am the next day, your shelves will be full and beans will be off the menu. Get a shop delivered weekly and youБll never run out of food again. How many times have you got to the checkout with a dozen things you have zero memory of putting in the basket? Shopping online means you know you need to buy carrots, so you go online and add carrots to the basket. ItБs also harder to succumb to a supermarketБs subliminal advertising when you are online, saving you cash. For more information, visitб Convenience and ease of use Shoppers only buy 5% of the time they visit e-commerce sites: facilitate product research, cross-shopping, and other non-buying tasks E-commerce is going international, with many users buying from foreign sites (this latter conclusion is less true for American customers who mainly buy from domestic sites, but it has profound implications for American vendors The results come from a survey sponsored by the.


The survey was completed by 2,929 Internet users in Denmark, of which 1,780 (61%) had actually bought something on the Web. I am only reporting the answers from this latter group of buying users. Respondents were asked to list the five most important reasons to shop on the Web. Even though low prices definitely do attract customers, pricing was only the third-most important issue for respondents. Most of the answers were related to making it easy, pleasant, and efficient to buy. Not too surprising, except to note the huge difference in interest between product info and vendor info. On the Web, people are very goal-driven and care more about the specific product they are buying now and less about abstract issues like the characteristics of the company that is supplying that product. Qualitative research bears this out. For example, the quotes a : "When we ask customers what they want, they don't answer 'community feeling' or 'shopping experience,' they want more music samples, ease of use, speed, and low prices. " For this question, "buying" was defined to include purchases on the site as well as purchases in physical stores. Note the difficulty of converting even a motivated shopper into a buyer. The average outcome is that people don't buy. This result is even stronger when looking at users' average behavior and not simply their behavior when deliberately looking for product information. When asked why they visited one of the e-commerce sites that sponsored the survey, respondents said: Remember, these are people who buy online. And yet only 5% of their visits to e-commerce sites are to buy. It is important to support the remaining 95% of customer behavior so that they will turn into loyal users and return to the site when they want to buy. A site that emphasizes sales too much will turn away users (remember that "no sales pressure" was listed by 39% of shoppers as an important benefit of the Web).


Most of the time, users want to research products or find other specific information. So don't despair if your server statistics show many more visits to your pages than actual sales. That's natural and indicates that you are supporting customers' preferred behavior by allowing them to cross-shop and research products before buying. Much shopping is obviously local, but there is a good deal of international shopping going on. In particular, American websites are doing brisk business in Denmark and it is interesting to note that the U. S. sells about twice as much as Europe. A clear indication of the need to improve European e-commerce. American e-commerce strategists should not use this survey as an excuse to rest on their laurels, however. Europe will improve and become more of a competitor in the future. Also, Denmark is somewhat atypical in several ways: it is a very small country with a particularly well-educated population, meaning that Danes are probably more likely than many others to shop at American sites. People in bigger countries will demand local service; people with less foreign-language education will be less likely to shop at English-only sites. (Update) See also my report with. In usability testing of twenty e-commerce websites reported in this publication, we found that users were only capable of buying in 56% of the cases where they attempted a purchase. The result of combining these three numbers is a conversion rate of about 1%, which is indeed a commonly observed number. The biggest long-term potential for increasing the conversion rate would come from motivating visitors to move from lookers to shoppers. However, the Web is notoriously bad at changing users' goals and desires. It is much better at fulfilling existing desires than at creating new ones. Thus, the short-term focus should be on changing shoppers to buyers and on making it possible for users to complete the transaction once they have decided to buy. Fix these two problems and you can quadruple your sales. :

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