WHY 8 OUT OF 10 SPANISH PEOPLE HAVE GIVEN UP AN ONLINE PURCHASE

According to Nominalia, the main reasons why 8 out of 10 Spanish people have given up an online purchase are the following: lack of clarity of online shops, a higher price for the product on the final process and other difficulties while shopping.

                                                   Photo credit: moneycrashers

E-commerce is a reality in Spain, as well as in other countries. It is supposed to have a growth of 2 digits for the next year, which will be around €13,000 millions in 2016. However, online shops should improve in many areas. The main key is to increase reliance on the website.

83,5% of users have given up an online purchase. 53,1% claimed that the main reason for not completing their purchase was because the product’s price at the end of the process was higher due to delivery costs or other administrative costs. 24,3% said that their reason was the lack of clarity in some steps. Finally, 22,6% didn’t complete the purchase because of other aspects of the website which made the process more difficult.

Photo credit: Huffington post

In conclusion, it can be inferred that the lack of reliance is the main problem. To increase this reliance it is important to have these three factors: a secure and easy method of payment, the possibility to give up the purchase while using Paypal and the confidentiality and privacy of the website. Surprisingly, only 27% of online buyers take into account the opinion of other buyers. However, it is very recommended to show a logo or symbol of security which the user can recognize.