Omnichannel Shopping is Booming in the U.S.

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Omnichannel Shopping is Booming in the U.S.


Omnichannel shopping was buzzing in the 2017 holiday season, as 72 percent of consumers planned to shop for holiday gifts specifically on Amazon, and 60 percent planned to shop in-store. Remarkably, 4 in 10 American consumers planned on spending $500-$1000+ on holiday gifts. 

These are some of the findings of the 2017 United States B2C E-commerce Report.

Most consumers researched electronic products online before buying in-store, indicating widespread acceptance and usage of omnichannel shopping. Moreover, in-store pickup of online purchases is ranked as one of the most popular website features for consumers, and 68 percent of consumers are satisfied with their experience of ordering online and picking up in-store.

The majority of online shoppers are between 18 and 34 years old, with their average online spending increasing every year. An estimated 75 percent of internet users reach for any device to purchase products online, but online shoppers claim to have the most enjoyable shopping experience using desktop and laptop devices.  However, most consumers shop on their mobile devices for something specific as opposed to just browsing around. Although consumers as a whole prefer desktop/laptop devices for online shopping, 76 percent of mobile users shop on smartphones because it saves time. Companies still have improvements to make for mobile consumers, as 67 percent find the main impediments to shopping via mobile devices the small pages and links, making their shopping experience more difficult.

Regarding challenges for firms, 36 percent of online shoppers feel the most frustrating aspect of the checkout process to be filling in the same information repeatedly. Moreover, unexpected shipping charges are one of the main causes for online consumers to abandon their shopping cart. In contrast, 74 percent of online consumers most value the ‘easy checkout’ feature on a website, making it one of the most important features to consumers, second only to free online shopping.


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