Why People Shop on the Web

Why People Shop on the Web

A recent study of users who have bought products on the Web has three important findings with implications for Web design:

  • Convenience and ease of use are the main reasons people buy at websites
  • Shoppers only buy 5% of the time they visit e-commerce sites: facilitate product research, cross-shopping, and other non-buying tasks that account for 95% of visits if you want to turn people into loyal users
  • E-commerce is going international , with many users buying from foreign sites (this latter conclusion is less true for American customers who mainly buy from domestic sites, but it has profound implications for American vendors who can sell a lot overseas if...





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