Online shoppers want price comparison, product info and reviews on the path to purchase

A new report from product information management firm, inRiver, reveals that almost half (45%) of consumers go to Amazon first when looking for a specific product. The online giant has become a go-to source for product information, price comparisons and consumer reviews. In contrast, just 28% turn to a search engine first in their search for a product, and only 11% visit a brand’s website as a first source of information.

Other headline findings include:

  • The time to convince shoppers to purchase is short. 41% of online shoppers won’t consult another online store if all the information they need is provided in the first shop they visit. But one third (31%) will move to another website within 10 seconds if general product information is lacking.
  • The most commonly searched for information is price comparisons (74%), general product information (fabric, ingredients etc.) (41%) and reviews (58%).
  • Other data is even more crucial to purchasing decisions: consumers will abandon their virtual shopping cart instantly and turn to another retailer to make the purchase if images (20%), information on availability (25%) or information on pricing (39%) are missing.

With short attention spans from consumers, brands and retailers have to choose the right medium of information.

  • 33% of respondents say videos that show products in different contexts are most helpful in their buying decision.
  • 18% want to see products demonstrated by influencers. The impact of influencer marketing rises to 28% among 18-24-year olds, suggesting there are ways to give shoppers more confidence in products than they currently have.
  • YouTube is the most trusted platform for video information about products (49% trust the platform the most) followed by Facebook (32%).

Consumers are dismissive of brands and retailers who do not instantly deliver the information they need. Adding a limited number of pictures to the general product information is no longer good enough. Consumers’ expectations have increased, and they want to see products in context, as they would in-store, to give them the confidence to buy. Good product information is essential in turning browsers into buyers.

Thor Johnson, CEO, inRiver