43% of UK shoppers choose Amazon at the last minute

With the emergence of more and more e-commerce platforms and independent sites, Amazon's customer loyalty is wavering, but a recent study shows that Amazon is still very competitive among consumers.

According to market research firm Ve   Many online retailers are at risk of becoming stepping stones for Amazon, as 43% of consumers abandon online checkout at the last minute in favor of the e-commerce giant , according to a new report from e-commerce giant Insights.

The study, which surveyed 2,000 UK consumers, found that 14 % of consumers browse online stores every day without the intention of purchasing anything. In addition, 37% of consumers add items to their shopping cart for later use but do not necessarily purchase them.

It’s important to note that retailers are missing out on sales opportunities during consumers’ research phase , as consumers buying big-ticket items like TVs, washing machines and designer beauty products typically take longer to make decisions .

About 34% of people spend days researching big-ticket items before buying, while 23% spend weeks. During that time, 31% visit an average of three websites to compare the products they intend to buy before deciding where to buy them.

As part of the comparison process, 52% of consumers will check different product descriptions and reviews online , and 20% will go to a physical store to learn more. Ultimately, 34% of consumers will not buy the product in the online store where they first discovered it , and many brands will lose customers before they pay . 44% of people abandon their shopping carts at the last minute to check out competitors' products , while 43% switch to Amazon.

“Brands face increasing challenges in converting researchers into buyers,” said Ve   Jack, CEO of Global   Wearne said.

“Currently, many fail to differentiate between those who add items to their carts but have no intention of purchasing, those who are in the early research stages with a high propensity to buy, and those who are ready to buy .

“It’s the job of the brand to give customers the confidence to buy, and to buy from them. Brands must identify those who are ready to take that step and provide consumers with the confidence to buy . ”

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