Price and promotion remain most important for choosing an online retailer

An overview of the reasons that consumers choose online FMCG retailers.

Price and promotion are still the main reasons that consumers choose an online retailer and this has been reinforced by high inflation and economic uncertainty, according to a global survey from market research company Kantar.

Beyond price, though, the research finds that brand and product assortment plus product quality play important roles in choosing an online FMCG retailer.

This is particularly true in the US, where these two factors are more prominent than the global average. The same is true for membership rewards

In comparison, other factors, like being easy to search and ratings and reviews, appear less...

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