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Industry News

Published on January 22nd, 2018 | by The GC Team


UK consumers reluctant to buy expensive goods online

Almost two thirds of consumers are unwilling to make expensive purchases online, preferring to spend larger amounts in-store, according to new research.

A study of 1,000 UK consumers, conducted by ecommerce agency PushON, found that 62% of shoppers would rather buy pricey, considered purchases in-store rather than online because they can see exactly what a product looks like before committing to the purchase.

When deciding on a purchase, 47% said they would prefer to research products online to help them make a decision, but would then opt to buy in-store because they have the choice of asking for help from customer service assistants.

79% have seen an expensive product online that they have liked, but have then gone on to make the purchase in-store.

82% of respondents also said they believe in-store purchasing gives them more security when shopping for expensive goods.

Despite online sales increasing year-on-year, shoppers have a limit as to how much they will spend over the internet. 39% said they will spend a maximum of £1,000 online, but would feel safer handing over larger sums in person.

The research was carried out as part of PushON’s ‘Webrooming vs Showrooming report’, which looks at consumers’ shopping preferences and how they prefer to buy considered purchases.

Sam Rutley, managing director at the ecommerce agency, said: “Retailers need to be addressing this issue by building up the same level of trust and reliability online that customers feel they receive when shopping in-store. They should therefore re-evaluate the customer support they provide across all purchasing platforms so customers feel confident in the products they’re buying and trust in the online process. If not, some retailers could be missing out on thousands of pounds in lost sales and revenue.”

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