Choosing E-Commerce Products is Too Difficult
Why are consumers abandoning their e-commerce experience? According to some recently released research, it's because Internet retailers are making the selection of products too difficult.
According to Humanizing Digital 2020, a new consumer survey commissioned by SMARTASSISTANT, online shoppers crave interactive, conversational decision support on digital channels - but that is apparently not what they're getting. In fact, 42% of respondents admitted to abandoning a planned purchase altogether because there was too much choice.
Fortunately, there is a way for online retailers to eliminate the problem. To prevent decision paralysis, according to the survey, 68% of shoppers indicated they want their favorite brands or retailers to provide them with honest and personal advice, while 44% expect proactive product recommendations and tips when shopping online.
Although only 14% of consumers had used digital sales assistants in the last year (intelligence-driven, dialogue-based solutions that guide shoppers to the right products based on their needs), over three-times as many (46%) demanded brands and retailers to integrate them on their online sites after seeing an example.
Digital assistants could be welcomed by consumers. According to the survey, 81% said using a digital sales assistant would increase their purchase decision-confidence, while 88% thought it was beneficial for online stores to have them.
“It’s clear: E-commerce has made shopping more convenient, but the increased amount of choice is confusing consumers to the point that they’re feeling incredibly overwhelmed, leaving websites without buying," said Markus Linder, SMARTASSISTANT Founder and President. "Customers want interactive, human-like support from technology that can offer personalized help in real-time."