Shoppers 'start purchase online'

Published: 28th July 2010

Shoppers 'start purchase online'
Two-thirds of shoppers begin their search for a product online, according to new research.

The potential for online retailers to tap into this trend was highlighted by the study from comScore, which suggests that half of these internet searches lead to an online purchase.

According to the comScore study, which was commissioned by Searchandise Commerce, the "path to purchase" for most shoppers begins with a combination of looking at search engines and retail websites for information.

Shoppers, who could be looking for a pair of socks or tights online, consult an average of 4.1 information sources, the report says.

The importance of search engine rankings was also highlighted, with those at the top associated with relevance and quality.

"Attaining top position in search results is key to winning a higher share of clicks and sales," explained Searchandise Commerce president and chief executive officer John Federman.

The news comes as online retailers in the UK reported a bumper June, with sales rising 20 per cent year-on-year.

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