Barriers Hamper Rise of Online Shopping
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According to a recent study by The Boston Consulting Group, Internet users are rapidly becoming Internet shoppers, but purchase failures, security fears, and service frustrations are rampant.
Winning the Online Consumer: Insights Into Online Consumer Behavior discloses that 57 percent of Internet users have shopped for, and 51 percent have purchased goods or services online. The typical online purchaser completed 10 transactions and spent $460 over the last 12 months.
Yet 28% of attempted purchases failed, and four out of five consumers who have purchased online experienced at least one failed purchase attempt over the same period.
The failures resulted from technical problems consumers encountered with the sites, difficulties in finding products, and logistical and delivery problems after the sale.
"We identified three waves of online adopters, distinguished by the length of their time online, as well as their distinctive activities and purchasing patterns."
The first wave of online consumers, the Pioneers, are the 23.2 million users who have been online for three years or more and now comprise 29 percent of the online population.
The 39.6 million Early Followers have been online for more than one but less than three years and represent almost half of the current online population.
The First-Of-The-Masses are the most recent consumers to go online, having made the leap only in the last year, representing 18 million users or 22 percent.
The report concludes with five key lessons for online retailers:
- Help the mass market move online by removing access barriers and compromises consumers encounter in the online purchasing process.
- Get on the consumer's shortlist of top five bookmarks. Over 75 percent of Internet users maintain a set of bookmarks, and 43 percent always use them to access sites.
- Engineer a flawless, end-to-end purchase experience that delivers on consumer expectations from first contact through to the arrival of the product in the home.
- Target and clinch the heavy purchaser, the group of consumers who will drive the business and deliver the greatest value. Online shopping is highly concentrated, with 5 percent of the online population accounting for 40 percent of all transactions.
- Cross-leverage online and offline channels. Retailers operating offline and online cannot separate the two channels in the minds of consumers.
The study, which included focus groups, one-on-one interviews, and surveys, was based on research with 12,000 consumers in the United States and Canada conducted by BCG in the fourth quarter of 1999.