Alex Marks from eBay opens a very interesting but difficult study: What’s in the e-buyers mind? What do e-shoppers want and how do they respond to advertising.
eBay’s survey showed up that shoping is a part of human nature and we love it. Shoppers behaviour in online shops is similar to offline retail: we communicate, we look for info, we enjoy ourselves.
Up 10% of our online activity is online shopping (in Eastern Europe not in Romania, where I expect lower figure) and we respond much better to advertising in commercial sites, such as online shops, price grabbers and review sites, than in social media or content sites.
One great thing is that 80% of people in the survey are doing more online shopping than 6 months ago, although economical slowdown is growing and offline retail sales are dropping. This is valid for UK, France and Germany, where the study was conducted, but i am sure similar results can be found in Romania.
What’s into e-buyers mind, why do they choose to buy something:
1. trust (product brand or e-commerce site brand)
2. wide selection of products (mainly in books, music, clothing)
3. price / deal (mainly in IT&C and electronics).
Surprise: in Western Europe people also look for price first whan they buy IT&C and electronics, so I was not stupid when I said in Romania price is number one decision maker and this is why e-commerce stores go for low margins and so on …
This is #2 live blogging post in WebIT Sofia 2009.