E-commerce merchants who are still unsure of what consumers want this holiday season can direct their efforts toward providing user reviews, security verification and fair pricing. In a word, 2010 holiday shoppers are looking for online retailers they can trust.
That was the fundamental message from ChannelAdvisor’s 2010 Consumer Shopping Habits Survey, the e-commerce solutions provider’s third annual report to help merchants prepare for the holiday season. An eye-opening 92-percent of the participating consumers said that they read product reviews, and nearly half admitted that reviews influence their purchasing decisions one way or the other. Shoppers also listed the top three most influential promotions that drive purchases as best price, free shipping and trusted seller status, and the top three indicators of trust were security verification, user reviews and website design aesthetics.
With concerns about the economy and Web security both running high, it comes as no surprise that consumers want to conduct their business with the merchants they trust the most. Pricing is of course an important factor, and user reviews and security verification are two areas that retailers can improve upon if necessary. And the rewards will be worth the effort, as the survey also revealed that nearly 20 percent more (58%) consumers plan to do their shopping online than plan on shopping in brick-and-mortar stores.