Time is a precious commodity in contemporary society, and convenience and ease are the major factors driving the force behind consumer decisions. Across the globe, consumers are increasingly swapping crowded shopping malls and checkout lineups for the one-click convenience of shopping from home or office.
In the last few years online shopping has become the preferred method of purchasing for many people. Whether it is every day essentials or big ticket items, the appeal of ordering products online and having them arrive right at your front door has made ecommerce a growing and profitable industry. According to a recent global survey conducted by The Nielsen Company, over 85 percent of the world's online population has used the Internet to make a purchase, and more than half of Internet users are regular online shoppers, making online purchases at least once a month.
Although some still prefer getting in the car and roaming the aisles of their local retail stores for the perfect item, many have at least given online shopping a chance. As more individuals become comfortable with technology and online security, e-commerce continues to grow and get better.
The enormous popularity of online shopping has taken hold with many North American shoppers in the last decade. They have less to worry about when making purchases in front of their computer screens as privacy, security, delivery and return policies are ever evolving to meet the demands of consumers. Credit card transactions remain the most popular form of payment for online shoppers, but alternative payment sites such as PayPal, which has been around since 2002, are also quite popular.
So what are consumers buying online? Books are the most popular of all online purchases. With the growth of sites such as Amazon and Chapters-Indigo, consumers can find a very detailed selection of new and hard to find titles usually at a better price than local bookstores. The fashionistas have also taken a strong liking to online shopping, as sales of clothing, accessories and footwear are next in line for profits. Consumers can find international brands for sale online no matter where they may live, and often at discounted prices. Videos, DVDs and games are also a huge online sell with those who know exactly what they want, but don't want to spend time searching on store shelves. Airline tickets and travel packages have also seen a significant growth online in the last few years as consumers use websites to find the best deals on flights, hotels and tour packages.
Personal recommendations seem to be the biggest guiding factor for online purchases. When a consumer has had a positive experience buying from a particular online retailer, they are likely to spread the word to other friends and family who may be in the market for similar items. Once consumers find online retailers they feel comfortable using, they tend to stick with them for future transactions. Other consumers may use a search engine to find the best online store offering the products they want with the price point and shipping policies they prefer.
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