Online shoppers want retailers to make it easier to purchase their goods and services, according to comScore (www.comscore.com), a company that "measures the digital world." Consumers also want websites and stores to work better together. For now, they also prefer to evaluate and purchase products from their desktops rather than their mobile devices, and when it comes to shipping and returns “free” is a driving factor to complete the sale.
Earlier this year, comScore asked 5,800 consumers about their online shopping experiences. Respondents said they want more options in searching for items, checking out, enhanced security and alternate delivery locations. While smartphones play a big role in the online experience, user interfaces have some catching up to do to win over consumers.
Online shoppers who use multiple devices said they would prefer to shop on a desktop computer over mobile because larger and...| Read more »