Commentary

Shopping Sight Unseen

According to Shopzilla, from a monthly e-commerce research initiative to track key shopping trends, 29% of buyers saw their most recent online purchase while surfing online; 25% when looking to find something specific. Only 17% of purchases ordered from the office, 70% from home.

advertisement

advertisement

Purchase Activity

  • 78% did not look at the product in a store before buying
  • 12% looked at the product in a store and bought from that store
  • 10% looked at the product before buying and bought from a different store
  • 79% placed order from home
  • 17% placed order from the office

Online Purchase Information Source (% of Online Buyers First Saw Product)

Location

% of Buyers

While surfing online

29.0%

When looking for something specific

24.3

In email from store

10.6

While “out and about”

8.2

In friend’s house

7.9

In a magazine

7.7

In an ad

5.9

On blog or other website content

3.6

On Facebook

2.3

On Pinterest

0.4

On Twitter

0.2

Source: Shopzilla/Bizrate, May 2013

According to the report, price played a key role in the final product selection:

  • 75% of Respondents said price is an influence on their purchase:
  • 79% said this store offered the best all-around price
  • 60% bought the item(s) on sale
  • 54% ordered from sites that offered free shipping
  • 51% paid sales tax
  • 33% used coupons

Source: Shopzilla/Bizrate, May 2013

Device Used for “today’s” Purchase

Device

% Used For Purchase

iPhone

2%

iPad

11

Android phone

2

Android tablet

1

Desktop/laptop

85

Other phone

1

Other tablet

1

Source: Shopzilla/Bizrate, May 2013

The online survey was conducted immediately after purchasing from 5,200 ecommerce retailers in the US and Canada. Data from this study was collected from over 9,000 online buyers from April 24th - 30th, 2013. The topline findings are:

  • Store emails beat magazines, blogs/content sites, and Facebook to drive sales
  • Desktops rule but 11% of overall purchases were made on an iPad, 20% for those with HHI $150K+
  • 75% said that price was an influence in their purchase
  • Only 17% of purchases were made from the office
  • 28% said they felt free to spend, and 31% expected to spend more than the month prior

For more information from Shopzilla, please visit here.

 

Next story loading loading..