New survey offers insight into key online shopping influencers

A new survey of online shopping habits of Australians has found that price, product range and shipping options offered are key influencers for where we spend online.  

A new survey of online shopping habits of Australians has found that price, product range and shipping options offered are key influencers for where we spend online.  

The survey of 1,000 Australian online shoppers – conducted by StarTrack, a business of Australia Post – revealed the following five top insights for online retailers:

#1 Aussies like to be spoilt for choice: 58 per cent of Australian online shoppers prefer a wide range of goods to browse and select from as opposed to a more limited range that matches their style (17 per cent). Access to unique items that are unavailable elsewhere was the major attraction for 19 per cent of Aussie online shoppers.

#2 Look after your customers’ hip pocket and they will look after yours: Consistently low product prices will keep 47 per cent of Aussies coming back for more, while 20 per cent are more attracted by sales and promotions. With consumer confidence plateauing in recent months it is clear that either way, Aussies are always keen for a bargain.

#3 Good shipping arrangements float our boat: Free or value for money shipping was nominated as the most important factor when considering delivery options, however confidence in the service is also crucial for Australian buyers with the ability to track the shipment online rating second, and use of a known and reputable company third. This demonstrates the importance of a well-established relationship with your parcel delivery company to ensure value and quality of service for your customers.

#4 Direct marketing hits the spot: Promotional emails or eDMs are the best way to entice customers into an online store with 26 per cent of shoppers citing it as the most influential ‘prompt’ to shop online. This was followed by discussions with family and friends (23 per cent) and seeing an item in-store (18 per cent). 

#5 Keep up appearances: The overall appearance and presentation of products in an online store is the most important factor to ensuring a shopper has a positive experience. At 37 per cent, this ranked higher than the website or app’s usability (32 per cent) and customer service (26 per cent).

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