Ecommerce trends that turn browsers into buyers

Consumers candidly shared with us what makes and breaks online shopping experiences. Because the customer is always right — we invite you to use these data points to direct how your brand differentiates itself from competitors to hold consumer attention amid a world of distractions.

Findings based on a 2021 survey featuring 1,000 U.S.-based consumers aged 18-64 that PureSpecturm conducted on behalf of Contentful.

Access the full survey findings

A group of online browsers are making purchases

Mobile is a device and an environment

Location, location, location — more than real estate, this sentiment applies to the diversity of spaces and locations from which consumers shop using their mobile devices.

We’re glued to our smartphones, which explains why it's the device most preferred by online shoppers — except for the 41% who shop with laptops/desktops and the 25% who use tablets.

Data point illustrating that 80% of consumers use their smartphone to shop online

During the 2021 holidays, mobile accounted for 42% of revenue generated.

Mobile shopping revenue was projected to pass $3.56 trillion globally in 2021.

Hybrid is helpful, not humdrum to consumers

Forget about choosing to invest in one: ecommerce or brick-and-mortar retail. Most modern shoppers prefer both, which is why successful retailers are connecting physical and digital experiences.

23% browse online but purchase in-store.
57% do so occasionally, as it helps them weigh options and avoid shipping.
47% prefer making purchases of $500+ in person.
Willingness to make large purchases online is often product-dependent.
34% have shopped online while in a store.
38% said they might do so in the future if an item isn’t in stock locally.
38% prefer to assess things in person.
Doing so is helpful should size and quality determine satisfaction.
32% don’t want to deal with returns.
Making returns can be a waste of time and money if there are shipping fees.
26% worry about online payment security.
Sometimes swiping a credit card the old-fashioned way feels safer.

BRP uses AR/VR to help customers “see” their new rides before purchasing.

Read the case study

Content creates context for commerce

Imagine making an online purchase without product details, images, reviews or other supporting content — you probably can’t. Commerce needs context.

Ecommerce is supposed to be convenient – customers don’t want to question where to find products listings, details, reviews or FAQs. They want streamlined browsing-to-buying processes.