What Consumers Want in Online Shopping

September 16, 2014


As we get ever closer to the holiday season (I can’t believe it’s September already), it’s important to know what your customers want. Luckily, Walker Sands did a “Future of Retail” study that gives us some good insight into what online shopper want (at least these 1,000 people anyway.) ;)

Findings shared in the company’s Whitepaper and in a related infographic, offer information and tips that can help you adjust your strategies to maximize your business performance.

Here are some highlights from the survey:

Online Shopping Habits

Online shopping is pervasive, with less than one percent of consumers surveyed saying they never shop online. More stats:

  • 62% of consumers shop online at least once a month
  • 17% shop online one to two times per week
  • 5% shop online more than two times per week

What Types of Products are Purchased Online?

While consumers purchase all types of items online, certain product categories, such as consumer electronics, books and clothing are seeing more than half of their shoppers going online to make a purchase.


This buying information is important to online retailers looking to add categories or increase buying in certain product areas.

What Will People Buy on Amazon?

Survey findings show an astounding 95 percent of consumers have purchased from Amazon in the past year. Interestingly, 40 percent of shoppers are willing to purchase any type of product from Amazon. In fact, there are few product categories that consumers would not feel comfortable purchasing from Amazon.


Results of shopping habits of buyers on the largest shopping site show that people are willing to buy most types of products online.

What Drives Increased Online Spending?

Free and expedited shipping, as well as free returns and exchanges, are the top drivers for increasing online spending.


In addition, free shipping and faster delivery also motivate consumers to make higher price point purchases online:


This information offers proof that while free and fast delivery and returns can be costly, it can also drive higher price point purchases.

These tips offer opportunities to change online business practices to achieve higher sales. Let us know your thoughts!