Survey Reveals That Online Shoppers Stick to Three or Fewer Websites

We’re a nation of online shoppers and it seems like there aren’t many things we love more than purchasing things on the internet.

However, a new study has revealed that a massive 62% of online fashion shoppers only purchase items online from a small group of their favourite stores. Out of this group, 63% of people favour three or fewer websites with their purchase.

Of these people, almost half go outside their trusty three shops just once or twice a year, whilst 4% admit to venturing elsewhere as often as once a fortnight.

As for younger shoppers, the study of 2,000 people shown that people aged 18-24 were most likely to stick to fewer stops with 78% saying that they remain loyal to their online brands. As a comparison, 70% of 25-34-year-olds would only stick to the three stores.

Andrew Fowler, UK country manager at Apptus, commented: “This is not good news for fashion retailers seeking to offset sluggish in-store sales with big growth online.

“It seems consumers, rather than welcoming a wealth of choice, would rather narrow down their options to a few favourites, and then stick with them. That means winning new, loyal customers online – not just those seeking a one-off bargain – is going to be very tough.”

The survey, which was conducted by YouGov, found that two-thirds of savvy online shoppers said that their head could be turned if another fashion site offers better value for money.

Listed as qualities that make a good online fashion website for shopping include a website that makes it easier to search for products (48%) and a website that was tailored to their own taste (22%).


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