Too much choice and no advice ‘is causing high-intent shoppers to abandon online purchases’


Too much choice and not enough product information online is causing high-intent consumers to abandon purchases, right at the moment they are ready to buy, according to a new report.


The study, from conversational commerce provider iAdvize, revealed that 83% of UK shoppers that abandoned a purchase did so because they felt overwhelmed by the amount of choice online.

Other findings in the report revealed:

- 58% of UK shoppers abandoned there basket due to lack of information online to help them decide on their purchase

- 55% said product confidence and fears of making the wrong decision was also a cause of cart abandonment

- Over half (52%) said better advice and product information would make them spend more with a retailer, with a further 56% saying it would make them spend more frequently

Original research of 2,000 UK consumers in the Reach out and I’ll be there: Why do brands abandon high-intent customers at the point of purchase? Report from iAdvize showed that 83% of shoppers that abandoned a purchase did so because they felt there was simply too much choice online and felt overwhelmed by the amount of options available.

When abandoning a basket online, 58% of UK shoppers felt there wasn’t enough product information available to help them decide on their purchase, with a further 55% saying fears around making the right decision was also a cause of cart abandonment.

Over half (52) of UK consumers said better advice and product information would make them spend more with a retailer, while a further 56% would spend more frequently with a brand, demonstrating the importance of supporting the shopper with the right type of advice, delivered in the most appropriate channel at each stage of the buying journey.

Stuart Gordon, UK Country Manager at iAdvize, commented: “The key to building customer trust and confidence is to develop conversations that deliver the high-quality information that shoppers need, when they need it most. To achieve this, brands and retailers need to adopt a unified and integrated approach to customer engagement.”

Over half (53%) of shoppers polled in the report said they wanted retailers to serve them the most appropriate type of advice that mapped to their query – whether that was chatbots for quick-fire questions or access to customer service advisors or independent product experts for more complex, in-depth queries.

A fifth (21%) said having customer service assistants available to provide information via livechat was the mechanism that gave them the most information and confidence to buy a product online – higher than the option to speak to a customer service advisor on the phone (17%).

Stuart Gordon continued: “Consumers want to use the best solution available to address their questions, switching between channels as their buying journey progresses. Retailers and brands who offer their customers a full suite of integrated engagement solutions, from chatbots to human interaction, will be able to prevent high-intent customers slipping through their fingers at the last moment,” he concluded.

To find out more about supporting high-intent shoppers on their path to purchase, download the full report here.

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