14May, 2018

Top 3 Concerns of a Customer Shopping Online

Author Matt Category

E-commerce is a forum for shopaholics to penny pinchers equally. A recent survey of 1,000 Amazon prime members found that 74% of them planned to renew their membership. Unfortunately, there is no single formula or algorithm that can tell you for sure which, when and why an online customer will make a purchase. The e-commerce industry as a whole has placed itself as a better place for them to shop with its wide range of products, free shipping and discreet purchase options to shop.

Have you ever identified the most common questions of the customers of an e-commerce site, like What are their major concerns in buying a product online. The top 3 concerns an e-commerce customer has are:

  1. How many products do they search to find the right product?
  2. How easy is it to shop online?
  3. How safe is an online shopping?

This article throws light on the thought process behind the online customer behavior in an e-commerce site. Let’s first try to understand why are they shopping online. This question leads us to know what they are doing on an e-commerce site. Thus, giving the way to answer the top 3 common queries they ask.

top-3-concerns-an-ecommerce-customerWho, What and Why are they Shopping Online?

The basic understanding of the modern consumers is drawn based on the most preferred touchpoints and customer experiences while shopping in e-commerce sites. These are based out of surveys conducted by marketing giants like Hubspot, BigCommerce, Square, Harvard Business Reviews, etc.

The demographic, physical and psychological parameters play a role in making a buying decision. For example, a grandfather looks for a branded watch for his son based on the features, warranty, and quality that watch provides. Whereas, the grandson looks for the style and brand value. Our article will help you concentrate more on your customer’s wants and wills based on the above parameters.


Who is involved in generations?

The Millennials who belong to an economy class, the Gen-X who are IT geeks with lifestyle closely related to tablet computers and mobiles. Baby boomers are the persons who were born between 1946 and 1964. They are the one who lost their families in World war II. They give at most importance to family and the relationships.

What are their shopping trends?

Below are the generation-wise trends regarding search and purchase on e-commerce sites rather than in a store.

  • 67% of millennials (high-class, brand freaks)
  • 56% of Gen-X (Mobile and tab users, IT freaks)
  • 41% of baby boomers ( who was born between 1946 and 1964)
  • 28% of seniors citizens

The millennials and Gen-X are spending nearly 50% more time shopping online each week.

Why are they shopping online?

  • The millennials are in search of high-class brands and designer based. The designer based e-commerce sites mostly give them the uniqueness of products.
  • The Gen-X are quite impressed with those e-commerce sites which are mobile based. They look for attractive stylish products. They rely on look and feel of the product on them. A eyeglasses eStore called Warby Parker comes up with a unique feature of suggesting a suitable eyeglass to appeal to this crowd.
  • The baby boomers are curious to know about the trends. They want to prove themselves that they are no less than the younger generation. So, they actively participate in e-commerce sites to shop for their next generation and surprise them. 20% of the American public are baby boomers.
  • The senior citizens who are so-called the immediate professionally retired people who know about e-commerce business enough to judge them. Their knowledge is more on GST, quality and marketing trends implemented by big giants. They are worried about warranty, return policy, quality, features, usages, and manufacturer

What are they looking at?

Millenials prefer uniqueness in terms of style. Gen-X needs product tails to analyze the unique features and the suitability. The Baby boomers want ease of use. The Seniors before they shop online to look for return policy, tax, delivery & shipping policy, etc.


Who are these parents and non-parent?

Parents of those kids who are aged between ( infant to 8 years). Non-parents are newly married couples or about to become parents. They are in-general belonging to working and non-working class.

What are their shopping trends?

The parents in-general prefer to shop online for their kids at least 2-3 times in a month. They say 49% of the kids wear, toys, video games and other products are bought from an e-commerce site. 51% of non-parents spend their time online for buying household items. Both the classes spend at-least (7- 9) hours in a week shopping online.

Why are they shopping online?

They are quite busy in taking care of their professional careers. They have limited time to spend on each other. So, they are couple considering shopping as the quality time to spend with each other.

On the other hand, the parents want their kids to be special at every occasion of life. They want to see their kids as queens and kings. They want to give the best out of the best.

What are they looking at?

Variety is what these customers want. Offers, coupons, and special deals are what attracts them. A one-click checkout and easy shopping charts serve best for them.

Men & Women-To-They

What are their shopping trends?

  • Both men and women shop equally online as they find various options. The only difference you find is that women choose to shift the e-commerce sites more frequently than men.
  • The lesbian, gay, bisexual and transgender (LGBT) communities and plus size communities are grown widely across the globe. There are trendsetters who are coming out of the bonded measures of society and showing a new approach of “ Why not we?” to the world. Shay Neary’s Yours clothing”. Is one best example of this revolution.

What are they looking at?

Men and women look for gender-specific e-commerce sites which serve as a one-stop destination for all their lifestyle to daily needs. LGBTs and others look for gender-free e-stores satisfying their physical appearances.


What are their shopping trends?

  • American living in metropolitan cities, though have many stores around them, prefer to shop online. They feel easy to pick up the product in the store while traveling home once ordered online (read about it on our blog).
  • 63% of rural Americans shopping online were cited with concerns about shipping costs. 38% of urban Americans who shop online are worried about the privacy.of their sensitive data.

What are they looking at?

Free shipping is what rural Americans are badly in need. About 65% rural Americans prefer those e-commerce sites who are offering free shipping options.

It’s-high-time-to-change-your-tone-to-match-your-customer's-needs-v2-700x140 (1)Best Practices to Address Diverse Customers

Maintaining a strong online presence is not only the best way to engage with customers. You need to satisfy the needs of these diverse e-commerce customers who are just and only on online. You should allow them to search themselves what they want in your e-commerce site.

Most of the customers of e-commerce prefer everything just at the end of the hand palms. A responsive website theme with a platform like Magento can give highly effective device based optimizations and best browsing experiences.

79% of shoppers will avoid shopping again at a site where they had a poor experience or that was too slow.

According to the noteworthy Gomez and Akamai studies

top-3-concerns-an-ecommerce-customerCustomer-centric content and promotions elevate their shopping experience. Navigating omnipresence shopping experience (read our blog on omnichannel experience) allows them to penetrate through different means of buying researching channels.

Use the information you have about buyers to personalize your outreach to fit their interests.

According to Morgan Jacobson, e-commerce Sales Manager at HubSpot

Back to the top 3 customer concerns

The best price, discounts, special coupons, proactive service, free or minimal cost shipping, convenience, and ease-of-use are all essential to turning customers into repeat customers. Clear and concise information about the return policy, pre-printed return label with proper information of tax, raw materials used, manufacturer details can work wonders for a store’s conversion rate.

Showcasing your site as a Payment Card Industry Data Security Standard ( PCI-DSS ) compliances and SSL certification has become a great deal of trust today for an online customer. Recent news of malware attacks created a havoc on online buyers about online transactions. So, your site should provide them clear information about how you are safeguarding their sensitive data. A two-factor authentication can be an ideal solution to gain trust.

Most of the e-commerce customers are not immediately ready to purchase. They make precise pre-transactional research-based conversions through many online opportunities available letting them choose the best. It is you to be ready with a unique wisp throughout the channels.

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Top 3 Concerns of a Customer Shopping Online