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Most Shoppers Don’t Buy On Their First Visit

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Most Shoppers Don’t Buy On Their First Visit

In today’s digital-first world that puts the web at shoppers’ fingertips, consumers are logging in to complete tasks like browsing, product comparison, query research and more.

Ninety-two percent of consumers visit a brand’s website for the first time to do something other than make a purchase.

Even when visiting a brand’s website or mobile app with the intent of purchasing, a third (32 percent) of consumers rarely or never make a purchase.

Ninety-eight percent of shoppers have been dissuaded from completing a purchase because of incomplete or incorrect content, with a third (32 percent) of consumers being dissuaded every time.


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Over a third of shoppers (35 percent) feel brands do a poor or very poor job of customizing the online shopping  experience, with just 7 percent believing that brands do this very well.

Nearly two-thirds (59 percent) of shoppers are interested in personalization as a part of their online shopping
experience, and 43 percent are open to personalized in-store experiences.

Across all products and services, online shoppers list desktop or laptop as their preferred digital channel. However, mobile devices overall (smartphones and tablets) are quickly growing in popularity. A quarter of consumers use a mobile device very often when shopping online, compared to 23 Percentage of consumers who shop online for the percent who use desktops.

Consumers are turning to multiple devices, shopping more often and diversifying what they do once online.

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