A survey of online shopping in the United States: product pages and brand effects are important driving forces

The report points out that online product pages greatly influence consumers' purchasing decisions. According to a survey by Salsify, nearly half (46%) of consumers said that if they find that the product information is incomplete during the shopping process, they will not buy the product. At the same time, 30% of people said that if the picture is missing or too blurry, the product will not attract their attention.

In fact, one of the keys to the success of an e-shopping website is to configure online products with exquisite product descriptions, pictures, videos, etc. These things can help consumers better understand the products and provide them with a richer online shopping experience.

In a 2021 Salsify survey, customer reviews (62%), product images (40%), product ratings (38%), product size and material information (36%), and 360-degree or scrolling images (25%) help decide to buy online.

In addition, the report also pointed out two major factors that influence consumers' willingness to pay high prices: one is brand effect and the other is logistics speed.

Salsify found that 45% of respondents said they would pay more for similar products if they came from a trusted brand. It should be noted that in the 2021 consumer report, this proportion was only 30%. In addition to the brand effect, 29% of people said they would also be willing to pay higher shipping costs if the delivery time of the goods was shortened.

Salsify also found that under the influence of the epidemic, online shopping has now become a common choice for the public. 68% of respondents said they would shop in physical stores, while 56% said they would shop through online channels.

At the same time, supply chain issues are real, with 73% of respondents saying they were impacted by shortages or delays caused by transportation, supply chain or staffing in the past three months.

In addition, social platforms have become an important place for parents to shop. In the past year, half of parents ( 53%) have purchased products directly on social media channels, while non-parents only accounted for 25%.

USA

Online shopping