New report claims 45% of shoppers visit Amazon before brand site

In a report highlighting the retail giant’s growing monopoly in the world of e-commerce – if that were needed – inRiver surveyed some 6,000 consumers across Europe and found that just one in ten (11 percent) of shoppers will head to a brand’s website in the initial stage of purchase. Just 28 percent turned to a search engine.

According to software firm inRiver one in ten customers visit a brand’s own website when shopping online

Software service company inRiver has revealed in a new report that only one in ten customers visit a brand’s own website when online shopping.

Instead, companies are losing out to online multi product retailers like retail giant Amazon, which 45% of consumers choose to visit when looking for a specific product.

It also revealed 28% use a search engine first for a product and 31% will move to another site within ten seconds if product info is lacking, which 41% won’t visit another retailer if information on the products is provided.

Thor Johnson inRiver’s CEO, said: “Consumers are dismissive of brands and retailers who do not instantly deliver the information they need.

“Adding a limited number of pictures to the general product information is no longer good enough.”

He continued: “Consumers’ expectations have increased and they want to see products in context, as they would in-store, to give them the confidence to buy. Good product information is essential in turning browsers into buyers.”

Due to customers’ short attention spans, brand and retailers have to choose how they convey their products carefully.

One fifth want to see products demonstrated by influencers, a third have expressed that videos showcasing products in different contexts can be helpful, meanwhile, YouTube has been noted as the most trusted platform for video content about products (49%), followed by Facebook at 32%.

Johnson added: “Costly online returns drive profits into the ground for many retailers, forcing prices up on product, delivery or service.

“Rich product information alongside ample consumer reviews help products match customers’ expectations.

“Brands and retailers displaying enriched product information in context with video, images and compelling copy create more realistic impressions in the mind of their customer while reducing returns and downstream costs.”

To read more on how to achieve a seamless online experience for customers follow the links below.

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