What do online shoppers want | Key4Communications |

Online commerce is increasing its market share, because consumers not only have lost their fear of buying online, but they are increasingly more prone to cross barriers – they visit brick-and-mortar stores as part of their leisure; once there, they compare prices with their mobile phones, they later consult more information at home, and perhaps they buy the product online, but then return to the store the day after to pick up the product. For example.

The factors that lead a consumer to buy a product online and not in the traditional store are varied, and highly dependent on each person and of course the type of product, but we can highlight these six points:

1. Discounts. According to a research by Accenture, 62% of online consumers will seek discounts of 30% or more while shopping online during Black Friday, when 30% of consumers plan to shop on the internet.

2. Mobility. 19% of consumers buy from their tablets, compared to 15% last year, and 18% will do so from their smartphones, compared with 14% in 2012.

3. Information. Mobility allows not only to buy from anywhere, but also to seek additional information and to compare prices of products while in the store - 33% of those who plan to buy via mobile carry out this practice, compared to 19% last year. In addition, 63% of consumers compare prices online after seeing the product.

4. Convenience. Consumers do not just want the option to receive the product at home, but 36% prefer to pick it up at the store to avoid shipping costs and difficulties with schedules.

5. A multichannel offer. Consumers want to see the product, but not necessarily buy it in the brick-and-mortar store, or vice versa - they search for information online and then buy at the point of sale. Some experts, such as the consulting firm Conteam Gruppe, go further and suggest that the traditional stores will eventually turn into mere showcases of products and brands, and that retailers will conduct most of their business online.

6. A relevant shopping experience. Consumers value the emotional experience and the trust transmitted by traditional points of sale. Online stores must also improve the experience of buyers, with more visual support, chats, personal recommendations and loyalty programmes.