New Survey Reveals the Top 3 Reasons Why Consumers Buy Online

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New survey conducted by over 200 eCommerce websites by Shopper Approved uncovers what key factors are motivating consumers to buy online going into the holiday season, and what online merchants need to focus on in order to differentiate and motivate new potential customers to buy.

Shopper Approved ( - a leading independent customer rating and review company, announced today that it has officially released the results of a new survey in time for the holiday season that reveals the top 3 reasons why people buy online instead of locally.

The survey was conducted via 207 merchant websites of all different sizes and industries, and was responded to by 25,660 online shoppers immediately after completing their purchase.

When asked what the key factor was that influenced them to buy online instead of locally, an overwhelming 75.1% of the recipients selected 3 of the 7 possible answers. Having a ‘Larger Selection’ came in as the #1 key factor for buying online with 25.4% of the vote, followed very closely by ‘Better Pricing’ at 25%, and ‘More Convenient’ at 24.7%.

“Knowing that shoppers are specifically looking for more selection, better pricing and convenience gives online merchants the ability to focus more on these factors, both in their online marketing efforts and on their website - especially going into the holiday season,” says Cresta Pillsbury, CMO of Shopper Approved.

The remaining 24.9% of the results were split between ‘Other’ at 10.7%,‘Time Savings’ at 7.2%, ‘Easy To Compare’ at 3.6%, and ‘No Sales Tax’ bringing up the rear at 3.3%.

“We were very surprised to discover that ‘No Sales Tax’ received the lowest number of votes, especially considering the debate going on right now in Congress regarding the Marketplace Fairness Act. It looks like very few people are going online primarily to avoid paying sales tax, so using no sales tax as part of your holiday marketing campaign won’t likely have much, if any, impact,” says Scott Brandley, co-founder of Shopper Approved.

To read the full results of the study, go to

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Garrett Pierson

Garrett Pierson
Shopper Approved
since: 02/2010
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