Most online shoppers compare a brand or retailer’s site to Amazon before purchasing something, according to a study released by Episerver.

Episerver’s third annual Global Consumer Study shows that 87 per cent of online shoppers compare what they find on a brand or retailer’s site to Amazon before completing a purchase. Ninety-seven per cent won’t complete a purchase if they see incorrect or incomplete content on a brand’s website and/or mobile app.

“Product education, personalised content and site search, purchasing ease, promotions on multiple channels, peer reviews and performance of the site itself can all make a difference,” said Ed Kennedy, senior director of Commerce at Episerver.

According to Episerver, marketplaces like Amazon reign supreme due to their wide variety of price options, product selections and shipping features.

The study, which surveyed 4500 online shoppers in eight countries, also showed that nearly half of online consumers, 46 per cent, said having too many options online has prevented them from making any purchase at all.

Almost half of the people surveyed start their online purchase journey at an online marketplace, Amazon included, Kennedy said.

Sixty per cent of consumer prefer marketplaces for their price options and over half, 58 per cent, for their product selections.

“Knowing only a small fraction of customers do not use Amazon to compare products can certainly be a cloud over a retail operation seeking engagement and conversions on their digital properties,” Kennedy said.

“However, knowing consumers’ mindsets that casual swiping can turn into committed shopping, retailers can drive interest and ultimately, sales, by lessening the burden of choice and doubling down on experience-driven commerce.”

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