6 essential factors in purchasing decisions in digital commerce

The strategies that the commercial world had established and the “customer journey” that had been outlined in the plans of a thousand companies underwent a profound upheaval. The digital world introduced a series of new variables, and shopping is no longer done in the relatively closed space of a physical store: there is a digital world, instant comparisons, reviews from other buyers, transport and receipt of orders… An immense number of aspects that have taken on new importance.

This article is about 6 fundamental criteria that no online store can neglect, which influence the purchasing decisions of today’s consumers.

1. Prices and promotions

To begin with an important point, it is not true that price is the absolute factor in the purchasing decisions of most people, as is sometimes imagined; many consumers consider price in comparison with other variables, such as product quality or environmental sustainability.

But there is no doubt that cost is a central element. A section of promotional products or sales events can greatly help boost your sales.

One of the most important strategies, from the companies’ point of view, is to establish an appropriate pricing model, which involves understanding how the company positions itself in relation to the competition. Not knowing how your store stands in terms of prices in the market is dangerous, even more so in e-commerce, where consumers compare prices more carefully.

2. Product quality and reputation

Most online shoppers research for at least 10 or 15 minutes before making a purchase; a good proportion do so for longer than that.

Make sure you present all the information someone might need before purchasing, as well as reliable, high-quality photos. Another vital issue are ratings and buyer comments. Encourage and ask for “reviews”, and try to rectify bad experiences.

An increasingly important aspect in many people’s purchasing decisions is sustainability, which can apply not only to the product, but also to transport. Click here to find out more about InPost’s commitment to a greener future and how you can improve that aspect in your shipments.

3. Security

For many people, the risk of scams and other dangers is one of the main obstacles to buying online. Your store must do everything necessary to prove itself worthy of trust.

Security protocols and certificates issued by third parties can be valuable, as can the availability of secure and varied payment methods. A strong presence on social media, besides being a sensible sales strategy in general, also increases the credibility of your store.

4. Return policy

Buying without being able to first examine a product in person has its drawbacks, and many people have already been disappointed with an online purchase. The returns policy is one of the criteria most focused on by potential buyers.

One way to reduce the number of returns is with abundant information and faithful, color photographs; but it is usual and natural to have a larger number of returned items than in a physical store in any case. Establish a clear, simple and not overly restrictive returns policy, and make all the necessary information clearly visible and easy to access.

The InPost service integrates a simple and agile way to organize returns, in addition to shipments. Visit our page to find out more about our network of Pack Points and Lockers.

5. Website experience

Most people who buy online do so for convenience, and an unpleasant or difficult experience on the purchase page easily causes them to abandon it. The website must be fast and easy to navigate, and the checkout process must be smooth.

It is easy for someone who runs a store to develop “blind spots” regarding problems, due to familiarity. Asking for professional help, or even a friend’s opinion, can be a way to detect areas in need of improvement.

A key point nowadays is that the page must be adapted to mobile devices.

6. Transport and delivery of the order

Statistics show that shipping the order has a major impact on purchasing decisions at various levels, such as transport costs, delivery time or the variety of delivery options available. In addition, it impacts customer satisfaction and the likelihood that they will shop again in the same store.

InPost’s parcel transport service is perfectly designed for online commerce and provides a cheap and efficient way to make shipments through a vast network of pickup points, an increasingly popular delivery method.

Contact us to find out more about our business offering and take the first step toward transforming your shipping logistics today.