Ever wonder how today’s shoppers are making decisions? What drives them to choose online shopping? What are their expectations and key values? Or how can you adapt to these changes? The answers lie in a recent study conducted by ConsumerX and imagino, titled Getting Inside the Mind of Your Next Customer. This comprehensive report, based on the responses of over 7,700 people across 14 countries, provides a window into what motivates modern consumers to shop online.

The findings reveal that online shopping is not just a trend; it’s becoming the norm for the majority of people. Remarkably, only 3.1% of respondents indicated they never make online purchases. Conversely, 37.8% shop online at least once a month, while 34.1% report making online purchases more than once a week. These statistics highlight a significant shift towards digital shopping that’s worth examining.

Convenience and cost efficiency are the primary drivers of online shopping. According to the report, home delivery (42.8%), saving time (38.4%), and securing cheaper prices (38.6%) hold great appeal for consumers. Additionally, attractive offers entice roughly one third of online shoppers, showing that promotional strategies play a crucial role in attracting and retaining customers. This basic need for convenience is further complemented by a demand for a wider range of products, extensive reviews, and detailed product information—all of which enrich the online shopping experience.

When analyzing the categories that consumers are most interested in, fashion stands out, with over half of respondents noting that they regularly purchase clothing and accessories online. Other categories like beauty products and groceries also rank highly, though sectors such as groceries and sports & leisure seem to lag behind. These trends reflect contemporary lifestyle choices and highlight opportunities for retailers to focus their marketing efforts in areas where consumer interest is concentrated.

Spending habits vary significantly across regions. While many consumers are comfortable spending between $13 and $130 a month on online shopping, in countries like Taiwan, nearly half of the respondents reported spending over $1,300 monthly. This discrepancy underscores the importance of understanding local market dynamics and tailoring offerings to fit diverse consumer behavior.

The study also illustrates how consumers discover new products. Discounts and coupons are powerful tools, influencing 38.4% of shoppers. Social media is another useful channel, with 35.6% indicating that they turn to these platforms for product discovery. However, less than 20% of shoppers rely on social media influencer recommendations, suggesting that while influencers are relevant, their influence may not be as profound as expected. Traditional advertising still holds some sway, given that 30.2% of shoppers are influenced by TV ads.

One key finding in the report is the gap between what consumers say they want and what they actually do when making purchases. Despite a desire for certain conveniences, factors like availability, costs, and practicality often steer shoppers towards different decisions. Retailers can bridge this gap by offering solutions that align more closely with consumer expectations, especially during seasonal sales and promotions.

Moreover, the willingness to pay for faster delivery is noteworthy. More than half of respondents (56%) admit they would pay extra for same-day service, signaling that speed is a priority for many online shoppers. Retailers should consider integrating fast delivery options into their service offerings as a means to enhance customer satisfaction.

Sustainability is another crucial theme emerging from the report. A significant percentage of consumers (32.5%) rank environmentally friendly packaging as “very important,” and nearly 70% value carbon-neutral home delivery options. However, a gap exists between these preferences and actual choices, as 76.5% have purchased non-sustainable products due to a lack of reasonable alternatives. This highlights the challenges retailers face in meeting consumer sustainability standards. Nevertheless, 72.7% of respondents have sought sustainable items even when faced with higher costs, demonstrating a commitment to eco-friendly choices when viable options exist.

As brands increasingly focus on customer loyalty, research indicates that familiarity and loyalty programs drive repeat purchases. Retailers that introduce subscription services and loyalty clubs—like Amazon Prime and H&M’s loyalty program—can offer exclusive benefits, enhancing the customer experience and fostering brand loyalty. A significant insight is that nearly 90% of consumers prioritize finding the best price when shopping online. Retail giants such as Walmart utilize clear pricing strategies to resonate with budget-conscious shoppers.

Sustainability remains a pressing concern, with 75.7% of consumers stating that it has grown increasingly important for them. Brands like Patagonia and IKEA are leading the charge by embedding sustainability in their business models, thus aligning with consumer expectations and boosting brand loyalty. Patagonia has made significant strides in its environmental initiatives, while IKEA aims for circular design by 2030.

To meet the demands of a savvy, research-oriented consumer base, retailers have begun adopting advanced technologies like live shopping and AI-powered personalization. About 25.8% of consumers have already engaged with live shopping features, and platforms like eBay are using AI to provide customized product recommendations.

Today’s consumers expect more than just quality products; they crave transparency, personalized experiences, and seamless transactions. Retailers must continually evolve to optimize their online presence while aligning their offerings with modern consumer values.

What tactics will you choose to resonate with your audience in this competitive landscape? By staying informed and proactive, retailers can adapt to these changing consumer behaviors and enhance their brand’s connection with shoppers.