Brand websites are losing importance

The traditional brand website is losing importance among online shoppers in Europe. Only 11 percent of European e-shoppers say they go to a brand’s website first when they are searching for a product. A significant share of online shoppers, 45 percent, turn to Amazon first.

This is shown by a survey held by InRiver among 6,088 online shoppers in Europe. The report uncovers a clear disconnect between consumer expectations and the products these consumers purchase online.

31% leaves website if info is missing

For example, almost one in four consumers (22 percent) say that products they order online are often not what they expect, which, of course, leads to disappointed buyers who return their goods. And it’s not only that consumers are unsatisfied when an order has been delivered, it also happens in the pre-purchase phase. If online product information is lacking, 31 percent of European online shoppers will move to another online store within ten seconds. Consumers turn to other retailers especially if images (20 percent), information on availability (25 percent) or information on pricing (39 percent) are missing.

Amazon is used for product info, price comparison and reviews

The study also shows that only one in ten shoppers visit a brand’s website when they are looking for products online. Instead, Amazon is the go to source for many online shoppers (45 percent). They visit this website for product information, price comparisons and consumer reviews. Another 28 percent turn to a search engine first when they are searching for a product.

According to InRiver, brands and retailers need to choose the right medium of information. For example, 33 percent of consumers think that videos that shows products in different contexts are most helpful in their buying decision. And 18 percent want to see products demonstrated by influencers. And European shoppers think YouTube is the most trusted platform (49 percent) for video information about products, followed by Facebook (32 percent).