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Why Shoppers Shop

Posted: 28 August 2008 at 11:42 a.m.

The key to operating a successful business online is to making it easy for the customer to find what they want.  What do online shoppers want?  Why do they shop online?  The better you understand the answer to this question, the better you can plan for your online store.

Shoppers shop online for one of four of the following reasons:

  1. Convenience.  Shopping in pajamas from home is much more convenient for most people than driving across town to hunt down what they're looking for.  Make sure your online store is convenient.  Tips to make things convenient are to place the items that most people are looking for right on your home page, have a useful and easy-to-locate search function, and offer all of the information shoppers need to know for each product or service you offer.
  2. Get The Best Price / Value. There is a lot of competition online.  A best-selling book can be sold from dozens of online stores.  Shoppers take advantage of the competition and hunt for best-priced items.  Websites like pricegrabber.com offer services to help customers locate the best prices for certain products.  If you decide low price for your products is going to be your niche, make sure customers know.
  3. Like The Variety.  Aside from the convenience and best value perks of shopping online, the Internet offers shoppers a wide variety.  For example, people just don't need to buy a computer monitor, but can choose from dozens of different models.  There are more options and features to choose from.  
  4. Looking For Something Specific.  Shoppers shop online when they need to find something very specific and may not be able to find at a local store.  For example, shoppers may search for an out-of-print book title, an older print of fabric, or shorts made from lamb's fleece.  Be sure that your hard-to-find products are easily accessible to shoppers and search engines.  If your specialty is 1930's era fabrics, make sure that is communicated to your shoppers as they come across your site.
By remembering that shoppers shop for convenience, the best price, variety, or for looking for something specific, coupled with great customer service and good quality of goods, you can take advantage of why people shop online to your benefit.



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