Retailers must wow cautious customers, Checkout.com

UK shoppers spend an average of two and a half hours every week mulling over purchasing decisions, according to research by online payments company Checkout.com.

The company surveyed 1,500 members of the public and also found that 36% often buy things after they have seen them advertised on social media and 37% said it would be handy if you could buy from sites like Instagram and Facebook directly. When asked how they would like to pay in the future, 83% would choose a debit or credit card, 21% would use Apple Pay, 15% opted for Google Pay and 11% chose Face ID.

“Shopping online should be made as easy as possible for customers, from the moment you open the browser to receiving the confirmation email. Retailers who do not adapt will suffer,” says Guillaume Pousaz, Founder and CEO, Checkout.com. “Shoppers today expect to see offers tailored to their individual needs, wants and past behaviours, as well as recommendations based on the likes and dislikes of their respective social networks.”

He adds: “Retail tech that enhances the user experience with personalisation and focuses on delighting the shopper will play a big part for retailers in 2018 and beyond. Personalisation tech will also be as important offline as online, with in-store experiences delivering more ‘wow-factor’.”