NEW YORK, Dec. 7, 2017 /PRNewswire/ -- Convenience is the most important factor for US shoppers when choosing to buy online, reveals a study by Arvato, a global provider for full-service eCommerce and supply chain solutions.
Original research of over 2,000 US shoppers found 58% choose to shop online rather than in-store due to convenience, which was borne out of perceptions around price transparency, choice and stock visibility.
Nearly two thirds (61%) felt it was easier to compare prices online as opposed to in the store and, even when shopping in brick-and-mortar outlets, US shoppers continue to check pricing; 19% would give up on an in-store purchase if they found the product cheaper while searching on their smartphone at the shelf-edge.
However, while price was a key motivation for online shopping it was also a key factor in cart abandonment; almost a quarter (24%) would cancel an order if they thought they could get the product cheaper in-store and a further 21% would switch to buying from an online market place if they found the same item for less.
Over half (54%) perceived there was more choice online, while a third (36%) said stock availability was easier to track online. Lack of stock visibility - when an item was out of stock but no details of when it would become available again were listed - caused 26% to give up on buying with that retailer altogether.
Ferka Vukel, Director Fashion and Cosmetics at Arvato SCM Solutions, commented: "With omnichannel buying journeys becoming more complex and connected consumers' demands changing at pace, retailers need to understand the key considerations of their customers, both online and offline. Getting these key interactions right can be the difference between a conversion or a lost sale. To achieve this insight, a single view of the customer and stock are baseline requirements, with the correct mix of systems and processes to support them, in order to deliver the seamless shopping experiences US consumers have come to expect."
Notes to editors:
Original consumer research of 2,000 US adults, conducted by OnePoll for Arvato, October 2017.
Arvato SCM Solutions is a leading service provider in the field of supply chain management and e-commerce. More than 14,000 employees work together to provide practical and relevant solutions and services worldwide. Using the latest digital technology, Arvato develops, operates and optimizes sophisticated global supply chains and e-commerce platforms to measurably increase productivity and performance.
As a leading international full-service omnichannel logistics service provider, Arvato SCM Solutions has worked with world-renowned brands from the fashion, beauty, FMCG and consumer electronics industry for over 15 years. Arvato's brand-specific service portfolio covers globally integrated supply chain solutions, retail logistics, omnichannel and the entire e-commerce process chain: development of online shops, front-end management, B2B and B2C logistics and shipping including returns management as well as payments and accounting, customer service and e-commerce consulting.
With 63 distribution hubs on both coasts of the USA, plus Europe, Russia and Asia, Arvato SCM Solutions provides the necessary scalability, flexibility and experience to give their customers the decisive competitive edge. Arvato is a wholly-owned subsidiary of Bertelsmann.