The factors influencing the online shopping behaviour of customers are generally considered to be very mysterious. This also has to do with the fact that an "either-or-customer" does not exist at all. The consumer rather presents himself as a "Sowohl-als-also-customer", with many different demands and wishes. With this blog post we would like to shed light on the darkness: Which factors control the purchasing behaviour of customers and how can these be influenced?

Research behaviour concentrates on dealer website

According to the annual study conducted by the e-commerce association bevh, more than 70 percent of consumers use the seller's website as their preferred source of information. Only 25 percent of search engines make an effort and 17 percent additionally inform themselves about the websites of other dealers.

These figures imply, apart from the goal of SEO optimization, the importance of detailed product information and the associated added value of a website.

No Line Systems as the Channel of the Future

The typical "as well as good" behaviour of modern consumers can be seen in the relationship between e-commerce and traditional catalogue mail order. Most customers use both channels, with a decreasing trend in the classic ordering channel in the 14-30 age group. This gives retailers a mandate to act if they want to continue to benefit from customers of all age groups in the future.

The solution is customer-oriented and cross-channel concepts that offer the customer added value at every point of contact. As no-line systems, online and offline trading merge to form a harmonious unit.


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Customer loyalty without cheap prices for products

Actually, the customer tends to be loyal. This can be seen in the shopping worlds of the large mail-order companies. These fulfil the customer's wishes, subjectively felt, quickly and at favourable prices. For many customers, the favourable price is still one of the most important decision criteria. Large online shops have a clear advantage here.

However, the small online retailer is just as capable of permanently enthusing customers about himself. This is predominantly the quality-conscious and solvent target group. This is where the philosophy of "class instead of mass" comes into its own. This is because the target group of customers who are prepared to pay a corresponding monetary return for quality is larger than many think.

Provided that they receive a corresponding added value in the form of meaningful information about the products or individual service. Offer your customers an experience - because that's exactly what more than 40 percent expect.


Mann-vor-LaptopCustomers always take a close look when shopping online. It is therefore important, among other things, to offer detailed and meaningful product descriptions that bring the quality of all products closer to the customer.


Banner advertising promotes impulse buying

The fact that banner advertising is worthwhile and able to generate additional sales is shown by a study conducted by the mail-order company Otto on the question of impulse buying. After all, 17 percent of those surveyed stated that the purchase was made without planning. 14 percent cited an advertised banner as the trigger; a further 13 percent referred to personal recommendations made by acquaintances. Blog contributions or social media showed a low impact of 4 percent on impulse purchases.

Influence of time and place on purchasing behaviour

The purchasing behaviour of consumers has changed considerably in the meantime and is becoming more and more independent of time and place. The continuously growing mobility as well as the ever increasing availability of Internet access have an impact on the time and place for online purchases. Internet users no longer prefer to order products in their spare time in the evening, but throughout the day.

Whereby 76 percent of all online orders are placed via PC or notebook. Only 24 percent of the goods ordered in 2016 were ordered via smartphones, iPhone or iPad.


Freundinnen-unterwegs-mit-SmartphoneNowadays, customers can shop anywhere and at any time, for example using a smartphone. It is therefore important that your online shop is fully functional on every channel.


Purchasing behaviour controllable by simple means

As it turns out, the factors that influence buying behavior are less mysterious than you think. However, development requires a fundamental rethink in order to fulfil the most important wishes of consumers in a sustainable manner:

  • 45 % are interested in a same-day delivery
  • 40 % remain loyal to an online shop when it convinces them
  • 35 % want worlds of experience, they want to browse and seek inspiration
  • 28% prefer online shops with a stationary shop

Orientate yourself on the wishes of your target group, some of which can be realised easily, and use them to control purchasing behaviour in a targeted manner.


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