Option overload a turn off for many digital shoppers, Episerver

Constant access to shopping channels is contributing to 46% of consumers citing “too many options” as a reason for not completing a purchase, according to Episerver research. 

The company surveyed 4,500 online shoppers in eight countries and found that to make sense of all the options a third look at an item three or more times before making a purchase, and 87% compare what they find on a brand or retailer’s site to Amazon.

“Knowing only a small fraction of customers do not use Amazon to compare products can certainly be a cloud over a retail operation seeking engagement and conversions on their digital properties,” says Ed Kennedy, Senior Director of Commerce at Episerver. 

“However, knowing consumers’ mindsets that casual swiping can turn into committed shopping, retailers can drive interest and, ultimately, sales by lessening the burden of choice and doubling down on experience-driven commerce. Product education, personalised content and site search, purchasing ease, promotions on multiple channels, peer reviews and performance of the site itself can all make a difference.”

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