Amazon is the first port of call for consumers looking for products, well ahead of search engines and brand websites, according to research.
An inRiver survey of consumers across the UK, Germany, Sweden, Denmark, the Netherlands and Belgium found that 45 percent go to Amazon first when looking for a specific product.
This compared to only 28 percent using a search engine first and 11 percent going to a brand’s website.
The report illustrated the importance of product information, with 94 percent of shoppers saying product information was important or critical to their purchasing decision.
It also found that 41 percent of shoppers will not visit another store if they find all the information in the first place they visit. The most common category of information searched for was price comparisons, cited by 74 percent of respondents, followed by reviews at 58 percent.
However, 31 percent would move within 10 seconds if product information was lacking. 39 percent, 25 percent and 20 percent would move if information on pricing, availability or images were missing.
In terms of what customers find useful, 33 percent of respondents cited videos that show products in different contexts and 18 percent said products being demonstrated by influencers, rising to 28 percent amongst 18 to 24-year-olds.
Thor Johnson, CEO of inRiver, 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.
“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.”
Referencing the finding that only 11 percent of respondents said products they ordered online were always what they expected, Johnson said better product information would also help to reduce returns, which he said “drive profits into the ground for many retailers”.
The research was conducted by VIGA among 6,088 consumers from the six countries in September 2018.
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