The growing sophistication of online shopping

This report analyses the evolution of online shopping, covering changes in pricing, consumer trust, personalisation and how popular marketplaces are serving their regions' needs.
  • Trust in the internet has developed sufficiently to incentivise shoppers to order a range of different items online, and retailers are responding accordingly.
  • Personalising the path to purchase will be an important part of giving consumers what they want, and smart brands will also need to figure out how to position themselves to become the solution to information overload on the internet.
  • Interaction with online shoppers is key: companies that cannot offer the appropriate options for engagement risk losing their fickle customers to competitors.
  • The use of low prices to create a customer base and challenge established...

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