• Online Consumer Shopping Habits and Behavior

    Editor Note: If you are looking to increase your ecommerce store revenue, we highly recommend reading the article: 31 E-commerce Conversion Rate Optimization Ideas You Must Try

    More than half (62%) of US consumers with Internet access now shop online at least once a month. More than 8 in 10 people (83%) are satisfied overall with their online shopping experiences. Check out our new infographic titled, “Online Consumer Shopping Habits and Behavior” to know more about buying habits of online consumers and latest online shopping trends.

    Online Consumer Shopping Habits and Behavior – Statistics and Trends

    Infographic by- Invesp conversion rate optimization

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    Consumer Satisfaction Levels With Different Aspects Of Online Shopping

    Reasons %age
    Ease of checkout 81%
    Variety of brands and products offered 80%
    Number of shopping options offered 73%
    Number of payment options available 71%
    Free or discounted shipping 69%
    Ease of making returns and exchanges 62%
    Ability to purchase through a tablet application 61%
    Ability to contact a live customer service rep 58%
    Ability to purchase through a smartphone application 55%


    80% of surveyed consumers are more likely to purchase a product online when offered free shipping

    64% of consumers are more likely to purchase when offered free returns and exchanges

    How Consumers Use Their Shopping Carts

    Reason %age
    Loading up their carts with an aim to purchase 58%
    Using their shopping carts as wish lists 19%
    Load up their carts until they qualify for, or receive free shipping privileges 13%
    Abandon carts if the purchase decision falls through (this happens more often than an outright purchase) 11%


    36% of online shoppers say they spend time to find out which site stocks their desired item at the lowest price.

    50% of surveyed online shoppers use their smartphones and nearly 60% use their tablets to make purchases

    33% used coupons provided by online merchants for their purchases

    78% of online shoppers don’t look at a product in a store before buying it online

    31% expect to spend more on online shopping than they did in the previous month

    Time Spent On Retail Sites By Device

      Device %age of total time spent
    PC 49%
    Smartphone 37%
    Tablet 14%


    84% of online shoppers refer to at least one social media sitefor recommendations before shopping online

    60% of online shoppers like to receive an incentive or promotion from a brand before shopping

    Social Media Sites Studied Before Making A Purchase

    FigPii Heatmaps
    Social networking site %age Of Shoppers
    FaceBook 77%
    Twitter 26%
    LinkedIn 22%
    Pinterest 18%
    Google Plus 17%


    The Most Purchased Products Online

    Product Category %age
    Consumer electronics 69%
    Books 67%
    Clothing and apparel 63%
    Household goods 38%
    Office supplies 30%
    Consumer packaged goods 28%
    Sporting goods 20%
    Pet supplies 20%
    Food & groceries 20%

Khalid Saleh

Khalid Saleh is CEO and co-founder of Invesp. He is the co-author of Amazon.com bestselling book: "Conversion Optimization: The Art and Science of Converting Visitors into Customers." Khalid is an in-demand speaker who has presented at such industry events as SMX, SES, PubCon, Emetrics, ACCM and DMA, among others.

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Khalid Saleh

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