From browse to buy

• Online shopping is more popular than ever
• >£77bn – the expected value of goods bought online by 2021
• £3.74bn – could be added to this if retailers follow best practice and invest carefully
• an average annual revenue of £1,883 per customer by 2021

Understanding the customer journey is key

• 45-54 year olds prefer to browse the web on a personal laptop. For 18-24s, the smartphone is the device of choice
• 18-24s most likely to browse for 1 hour a week, compared to 1-3 hours per week for 45-54s
• Almost a quarter of 18-24s browse most at night (from 9pm to 9am) whilst for the 45-54s, 12% browse most in the morning (from 9am-12pm)
• Fashion, footwear and accessories; music and gaming; electricals most popular purchases for 18-24s. Fashion and footwear, electricals, books & stationery for 45-54s
• Browsing does not always lead to buying… £83.60 is the value saved in virtual baskets for 18-24s
• Browsing does not always lead to buying… £125.80 is the value saved in virtual baskets for 45-54s
• Browsing does not always lead to buying… £24.24 is the value actually converted for 18-24s
• Browsing does not always lead to buying… £45.15 is the value actually converted for 45-54s

What are the barriers to buying?

• 29% were waiting for a better deal
• 28% would be tempted to convert by a straightforward user experience
• Solutions need not be expensive – 22% would be influenced by an email about saved items

Find out more about how to tackle the conversion challenge in our ‘From browse to buy’ report.