What Motivates Consumers to Complete E-Commerce Purchases?
by Ayaz Nanji
Published on December 15, 2014

Most online shoppers say they want to know what other customers think about a product before purchasing it on an e-commerce site, according to a recent report from VWO.

Some 55% of online shoppers say reviews from other shoppers are an important factor that influences their ultimate decision to buy or not buy, the survey of 1,000 mobile and desktop users found.

However, 23% of consumers say they do not think reviews from others are important, and 22% are indifferent about the issue.

Below, additional key findings from the report.

Online Shopping Carts

  • 28% of respondents say they sometimes abandon their online shopping carts because of unexpected shipping costs.
  • 23% abandon online carts when forced to sign up for an account.

  • 54% of respondents say they would return to buy products left in their abandoned online shopping carts if offered a discount.
  • Younger consumers, those age 18-24 and 25-34, are especially open to returning to their carts if offered discounts.

Free Shipping

Some 24% of respondents say they are willing to spend more to qualify for free shipping.

About the research: The report was based on a US survey of 1,000 mobile and desktop users age 18-65.


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