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Buying Online: Understanding Why Consumers Sometimes Don’t - US - July 2018

"Shoppers of all ages and demographics are growing more comfortable buying products online, with 97% of all adults engaging in some online shopping over the past 12 months and one third shopping online at least once a week. With online sales growth consistently outpacing overall retail sales growth and consumers growing more comfortable shopping online, online retailers are constantly looking to identify and eliminate any potential barriers that would prevent a consumer from completing an online purchase."

- Matt Lindner, Senior eCommerce Analyst

This report will look at the following areas:

  • Online sales growth across all categories suggests barriers are eroding
  • Retailers may get only one shot to win over an online shopper
  • Online hasn’t replicated the experience of seeing something in person

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Online sales growth across all categories suggests barriers are eroding
          • Retailers may get only one shot to win over an online shopper
            • Online hasn’t replicated the experience of seeing something in person
              • Product quality concerns
                • Giving ground in some categories could win over more online shoppers
                  • Try before you buy emerging as a consumer want for apparel
                    • Freshness guarantee alleviates major barrier to buying groceries online
                      • More user generated content could drive more online purchasing
                      • The Consumer – What’s Happening

                          • Consumers are shopping online and are comfortable with doing so
                              • Figure 1: Online shopping frequency, April 2018
                              • Figure 2: Online shopping comfort level, by age, April 2018
                            • Online shopping isn’t limited to a single device
                                • Figure 3: Devices used to shop online, by age, March 2018
                              • Younger consumers are shifting more of their spending online
                                  • Figure 4: Percentage of purchases made online versus in-store, by age, March 2018
                                • Online shopping is spread across product categories
                                    • Figure 5: Online purchasing behavior, by product category, April 2018
                                • Evolving Expectations Around Online Shopping

                                  • Product reviews, free two-day shipping are key to winning future online business
                                      • Figure 6: Attitudes toward online shopping, April 2018
                                    • Frequent online shoppers want more information
                                      • Figure 7: Attitudes toward online shopping, by online shopping frequency, by parental status, April 2018
                                    • Online shoppers are not forgiving of a bad initial impression
                                        • Figure 8: Attitudes toward online shopping by household income, April 2018
                                    • Barriers to Online Purchasing – What You Need to Know

                                      • Consumers slow to buy food and drink products online
                                        • Shipping and returns issues scare away consumers from buying furniture
                                          • Sizing issues deter apparel and footwear purchases
                                            • Preference for stores lingers
                                              • Consumers want more details
                                              • What Consumers Are Hesitant to Buy Online

                                                • Furniture, food and drink lag behind other product categories
                                                    • Figure 9: Products consumers aren’t purchasing online, April 2018
                                                  • Retailers have work to do to change consumers’ minds
                                                    • Everyday essentials create an opportunity for basket building
                                                        • Figure 10: Products consumers aren’t purchasing online, April 2018
                                                      • Furniture and footwear purchases face obstacles online
                                                          • Figure 11: Products consumers aren’t purchasing online, April 2018
                                                      • Who Is Hesitant to Buy Online

                                                          • Older consumers present a challenge for online retailers in general
                                                            • Figure 12: Online purchasing behaviors, by product category, age, part one, April 2018
                                                            • Figure 13: Online purchasing behaviors, by product category, age, part two, April 2018
                                                            • Figure 14: Online purchasing behaviors, by product category, age, part three, April 2018
                                                          • Non-parents are less likely to buy food online
                                                            • Figure 15: Online food and drink purchasing behaviors, by parental status, April 2018
                                                          • Younger consumers present an opportunity for furniture retailers
                                                            • Figure 16: Online furniture purchasing behaviors, by product category, age, April 2018
                                                          • Urban consumers lead the way when it comes to buying everyday products online
                                                              • Figure 17: Online purchasing behaviors, by select product categories, by area, April 2018
                                                          • Why Consumers Are Hesitant to Buy Products Online

                                                              • Consumers want to see and try products before buying
                                                                  • Figure 18: Reasons for not shopping for certain products online, April 2018
                                                                • Women prefer to buy products in-store, while younger consumers think they’re getting a better deal in-store
                                                                    • Figure 19: Reasons for not shopping for certain products online, by various demographics, April 2018
                                                                  • Unclear product details could prove costly
                                                                      • Figure 20: Reasons for not shopping for certain products online, by age, April 2018
                                                                  • Understanding Barriers by Product Category

                                                                    • Barriers to food and drink purchases online
                                                                      • Food and drink online purchasing barriers by demographics
                                                                        • A freshness guarantee could drive more food sales
                                                                          • Figure 21: Attitudes toward online shopping by age, by parental status by age of children, April 2018
                                                                        • Envisioning a worst case online grocery shopping scenario
                                                                          • The trust factor in trying online grocery shopping
                                                                            • Shipping speed and shipping costs are deterrents to online grocery shopping
                                                                              • Barriers to buying beauty products online
                                                                                • Preference for stores
                                                                                    • Figure 22: Reasons for not shopping for beauty products online, April 2018
                                                                                  • Beauty products online purchasing barriers by demographics
                                                                                    • Barriers to clothing and footwear purchases online
                                                                                      • The right fit isn’t always easy to find online
                                                                                          • Figure 23: Reasons for not shopping for clothing and accessories and footwear online, April 2018
                                                                                        • Footwear online purchasing barriers by demographics
                                                                                          • Clothing and accessories online purchasing barriers by demographics
                                                                                            • Let online shoppers bring the store dressing room into their homes
                                                                                              • Figure 24: Attitudes toward online shopping by age, by generation, online shopping frequency, April 2018
                                                                                            • Consumers turn to online clothing retailers they trust in a pinch
                                                                                              • Barriers to buying furniture online
                                                                                                • Shipping and returns issues prevent consumers from buying furniture online
                                                                                                    • Figure 25: Reasons for not shopping for furniture online, April 2018
                                                                                                  • Furniture online purchasing barriers by demographics
                                                                                                  • Reasons for Buying In-Store Instead of Online

                                                                                                    • Immediacy, being able to feel a product gives stores an edge
                                                                                                      • Figure 26: Reasons for buying in-store instead of online, April 2018
                                                                                                    • Women are more likely than men to buy in-store to avoid paying for shipping
                                                                                                      • Figure 27: Reasons for buying an item in-store instead of online, by gender, by age, April 2018
                                                                                                  • Future Online Purchasing Drivers – What You Need to Know

                                                                                                    • Make returns easy
                                                                                                      • Give consumers something different
                                                                                                        • Get consumers in-store
                                                                                                        • Motivators of Future Online Shopping

                                                                                                          • Easy returns can drive more online sales
                                                                                                              • Figure 28: Drivers of more online shopping, April 2018
                                                                                                            • Unique products can help set online retailers apart
                                                                                                                • Figure 29: Drivers of more online shopping, by online shopping frequency April 2018
                                                                                                              • Discounts on in-store pickup can win over parents of younger children
                                                                                                                • Figure 30: Drivers of more online shopping, by parental status and age of children, April 2018
                                                                                                              • Younger consumers want more product information, reviews
                                                                                                                • Figure 31: Drivers of more online shopping, by age, April 2018
                                                                                                              • Consumers expect retailers to adopt emerging online payment methods
                                                                                                                • Figure 32: Drivers of more online shopping, by age, by area, April 2018
                                                                                                              • How to best reach online shoppers
                                                                                                                • Figure 33: TURF Analysis – Factors to encourage online shopping, April 2018
                                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                                              • Data sources
                                                                                                                • Consumer survey data
                                                                                                                  • Consumer qualitative research
                                                                                                                    • Direct marketing creative
                                                                                                                      • Abbreviations and terms
                                                                                                                        • Terms

                                                                                                                        Buying Online: Understanding Why Consumers Sometimes Don’t - US - July 2018

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