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The Pandemic's Long term impact
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Shapes and PAtterns
Look for discounts or free delivery
Buy less or put off large purchases
Prioritize product quality, research more
Buy private label
The fact that consumers are looking for discounts and affordable shipping can be a problem for brands and retailers. After all, businesses rely on margins to stay profitable. To win sales and loyalty from today’s consumers, brands and retailers must effectively convey the quality of their products online. Shoppers want to be confident that they’re purchasing the very best.
67% of U.S. shoppers had never bought groceries online
55% of UK shoppers had never bought groceries online
38%
15%
47%
42%
16%
39% of French shoppers had never bought groceries online
11%
70% of German shoppers had never bought groceries online
34%
46%
10%
I only shop online
I shop in-store
I shop a combination of in-store and online
Q15. Prior to the pandemic did you shop for groceries online? Q16. Have your habits changed post-pandemic?
How Supply Shortages Are Impacting U.S. Consumers Today
Lower-than-average staffing
Driver shortages
Supply chain shortages
Delayed items from outside the US
None of the above
66%
66% of U.S. shoppers impacted by one or more delays or stock shortages in 2021
Q11. In the last three months, has your shopping experience been impacted by any of the following?
53%
53% of German shoppers impacted by one or more delays or stock shortages in 2021
52%
52% of UK shoppers impacted by one or more delays or stock shortages in 2021
43%
43% of French shoppers impacted by one or more delays or stock shortages in 2021
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A brand manufacturer’s reputation — and the quality of their products — matter more now than ever before. Why? Because as shoppers face steadily rising prices, they’re increasingly researching products before making purchasing decisions. Today’s consumers are loyal to the brands that offer quality products and a great online experience. We surveyed five countries — the U.S., Great Britain, Germany, France, and Australia — to get a pulse on how and why shoppers choose to purchase certain products. We found that shoppers across these countries rely on a wide range of digital experiences to decide what to buy. From retailer mobile apps to brand websites, shoppers want excellent brand experiences with a diverse array of product detail and product page features. In this report, you’ll explore what matters to shoppers in each country and what impacts them most when buying groceries, clothing, furniture, or home improvement tools.
2023 Consumer Research Report:
How To Prioritize and Deliver What Your Shoppers Want
Nearly half of all shoppers prioritize product quality, and a majority are hunting for discounts, buying fewer products, or putting off large purchases. They're increasingly researching products to figure out what to buy in an era of rising costs.
78%
73%
Despite increasing costs, consumers are willing to pay more for products that have good reviews and come from a trusted brand name. About a third of consumers in the five countries surveyed also value fast and affordable delivery.
72%
61%
32%
Better reviews
A brand name you trust
Reduced shipping costs
Quicker delivery
28%
27%
21%
18%
Better product images or videos
No-hassle returns
A local product
An eco-friendly product
The data shows shoppers are loyal to brands offering the best product quality and online experience. However, less than a quarter of consumers said mobile apps or interactive tools like digital shopping assistants help win their loyalty.
82%
57%
44%
37%
36%
14%
Product quality
Online shopping experience
Discounts or loyalty coupons
In-store shopping experience
Product innovation and selection
Ethical standards and values
Mobile app or interactive tools
As they navigate their shopping journey, consumers use a wide range of touch points to decide what to buy. To meet this new mode of shopping, retailers and brands must create robust and engaging product experiences across all their channels.
85%
69%
41%
30%
25%
22%
19%
On a retail site
In store
On a retail app
On a brand’s own site
Order online, pick up in store
On a comparison shopping site
Via a search engine
7%
2%
0%
On social media
Via voice
Via virtual reality (VR) or artificial intelligence (AI)
From product descriptions to consumer reviews, there are several product page features that influence consumers’ purchasing decisions. For example, at least a quarter of shoppers said they would like to see videos on product pages.
45%
Product description
Consumer reviews
Product Images
360-degree or augmented reality (AR) visualizations
Videos
Size and material information
Delivery and returns policy
Real-life examples
Third-party ratings
Technical features
Company information
Product origin
Environmental impact
Comparison charts
Assembly instructions
24%
20%
23%
9%
Most consumers plan to continue using a mix of shopping channels in 2023. For example, more than a third across all five countries say they’ll look for buy online, pick up in store (BOPIS) options.
39%
6%
3%
1%
In Store
On a Retail Site
Expect shoppers to continue looking for great product details on every channel they use. They’re turning to stores, retailer sites, brand sites, search engines, mobile apps, and more to find the details they need. If brands and retailers want to win their business, they must deliver the best product experience at every stage — and on every channel — of the buying journey.
We asked shoppers what they value when making online clothing, groceries, tools and hardware, and furniture purchases. It turns out that the products they shop for impact the kind of product information they find most valuable. When creating the best possible product experience for consumers, brands and retailers should consider the consumer’s possible product questions and craft product details that answer them.
What Percentage of u.s. Consumers Buy Clothing Online?
View data
What Percentage of u.s. Consumers Buy Groceries Online?
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What Percentage of u.s. Consumers Buy Tools and Hardware Online?
What Percentage of u.s. Consumers Buy Furniture Online?
94%
48%
35%
13%
Positive reviews
Trusted brand name
Good return policy
Images or videos
Sustainability
Try before you buy
Plus sizes
Secondhand buying
Retailer with multiple brands
Retailer with several product lines
Outfit recommendations
Virtual try-on
51%
40%
Quality delivery
Same-day delivery
Q&As from the manufacturer
Dietary needs met
Recipe suggestions
49%
12%
Fast Shipping
Product guarantee
Example projects or tutorials
Lifetime value, repairability index
How the product was made
50%
33%
8%
Free Shipping
Fast shipping
Free installation or set up
Interactive visualization tools
83%
5%
Example floor plans
United States
Great Britain
France
Germany
Australia
Salsify empowers brands, retailers, and distributors in more than 100 countries worldwide to build shopper-centric, frictionless, and memorable commerce experiences. These experiences help increase brand trust, amplify product differentiation, boost conversion rates, grow profit margins, and speed time to market. Learn why the world's largest brands like Mars, L'Oreal, Coca-Cola, Bosch, and GSK and retailers and distributors like E.Leclerc, Carrefour, Metro, and Intermarché use Salsify to stand out on the digital shelf.
Salsify surveyed 6,326 consumers across Australia, Germany, Great Britain, France, and the United States throughout November 2022 via SurveyMonkey.
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download global pdf
Download our global guide to consumers to get a consolidated view of our surveyed countries, with helpful insights for building winning shopping experiences.
65%
68%
64%
80%
62%
56%
What Percentage of British Consumers Buy Clothing Online?
What Percentage of British Consumers Buy Groceries Online?
What Percentage of British Consumers Buy Tools and Hardware Online?
What Percentage of British Consumers Buy Furniture Online?
98%
54%
31%
88%
17%
77%
89%
26%
60%
29%
What Percentage of German Consumers Buy Clothing Online?
What Percentage of German Consumers Buy Groceries Online?
What Percentage of German Consumers Buy Tools and Hardware Online?
What Percentage of German Consumers Buy Furniture Online?
75%
84%
70%
87%
79%
67%
4%
What Percentage of French Consumers Buy Clothing Online?
What Percentage of french Consumers Buy Groceries Online?
What Percentage of french Consumers Buy Tools and Hardware Online?
What Percentage of french Consumers Buy Furniture Online?
58%
90%
76%
59%
55%
What Percentage of Australian Consumers Buy Clothing Online?
What Percentage of australian Consumers Buy Groceries Online?
What Percentage of australian Consumers Buy Tools and Hardware Online?
What Percentage of australian Consumers Buy Furniture Online?
96%
81%
Methodology
