This year, Google, together with Ipsos and Kantar TNS, conducted research into the behavior of Russian consumers.
It was found that when making a purchase decision, a person first carefully studies the product and compares its cost in different stores. Thus, 60% of respondents who took part in this study reported that they pay attention to the characteristics of the product, and 53% always visit several sites, comparing products and terms of their purchase. At the same time, for 52% of visitors it is important that the retailer has a convenient, modern site and clear navigation on it.
In addition, respondents identified the following as important parameters that incline them to a positive decision regarding a purchase:
information about the cost of goods – 54%;
online payment security guarantee – 49%;
the ability to purchase products from different categories on one website – 47%;
multiple payment methods – 47%;
availability of delivery service – 43%;
detailed description of the product with photographs – 43%;
high quality of products – 41%;
Independent user reviews – 39%.
In addition, the format of interaction with the seller is important for modern customers. Thus, 39% prefer online stores with several channels for communication. 44% noted the importance of various loyalty programs for the client. Fast delivery is also important for 37% of respondents, 35% noted the need to be able to track the arrival of goods, and 67% included free delivery among important conditions of purchase.