Paypal Enterprise Interactive 2

Understanding where consumer expectations are headed is how some merchants break through the noise and others fall behind

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In today’s hyper-competitive e-commerce landscape, a modern consumer experience is vital to success. But what makes an experience acceptable for one shopper might still fall short for others. To truly gain a competitive advantage, it’s crucial for today’s retailers to understand what customers really value — down to the smallest details. So, do you really know what’s most important to them, what frustrates them, and what builds trust? An IDC study, sponsored by PayPal*, surveyed merchants and consumers across five markets (the US, UK, Australia, Germany, and France) to uncover their expectations for shopping experiences.

Take the quiz below to see if you can guess how people responded to the survey.

Question 1 out of 5

What frustrates your customers most about their current ecommerce experience?

Select One:

Not knowing the final cost before getting to the checkout page

Inability to reach customer service

37%

32%

Lack of inventory

30%

22%

Online experiences that require too many clicks

22%

My preferred payment method is not accepted

Next Question

Select One:

Question 2 out of 5

What do shoppers find most important when shopping online?

Select One:

Question 3 out of 5

What do customers consider most essential for an e-commerce site to have at checkout?

Select One:

Question 4 out of 5

Which feature are global enterprises emphasizing most to enhance their customer’s online shopping experiences?

Select One:

Question 5 out of 5

Which payment feature tops the “nice to have” list for customers when shopping online?

Retake Quiz

Good job! You selected the most popular answer X out of 5 times.

Scroll down to find out more about what matters most to your customers, including why niche preferences are key to gaining a competitive advantage.

The Way Forward

Satisfying your customers’ needs will take more than meeting broad expectations. You’ll have to respond to individual preferences at each step of the customer journey. In a constantly shifting online shopping landscape, the most difficult question can be, “Where should my business put its focus?” Based on the survey, merchants can attract, convert, and retain more customers by paying special attention to the following:

Merchants should leverage data to create more relevant shopping experiences that engage shoppers end-to-end and think about data in the context of risk and fraud. Stored credentials and trusted payment sources can increase safety and improve the customer experience.

- Jason Test, vice president, digital and in-store commerce at PayPal

Long-term customer relationships are built on trust. Today’s shoppers increasingly seek both secure payment options and responsible use of their data.

Nearly 30% of global shoppers are unsure if their preferred e-commerce providers only share data with their permission.

While 82% of merchants are somewhat or very confident that they have ensured that their commerce site feels safe and secure, only 40% of consumers trust that the sites they shop keep their payment data safe.

Security and trust

Frictionless, efficient checkouts

Flexible payment and pickup options

- Jason Test, vice president, digital and in-store commerce at PayPal

Frictionless shopping experiences are non-negotiable for today’s consumers, who are increasingly digital by nature and decreasingly loyal to one brand. Merchants need to focus not only on the features consumers are asking for today but have a plan in place to quickly shift gears to offer what shoppers say are ‘nice to have’.

In addition to the larger issues surrounding final cost of product, customer service, and inventory availability, merchants can make incremental gains that add up by ensuring their shopping experience doesn’t produce “hidden problems” that annoy customers. The survey highlighted the most common frustrations among customers at checkout. Creating an experience that will make customers want to return to your business could come down to filling in gaps around these three problems:

Not knowing what payment options methods I’ll be able to use before I get to the checkout page

Not knowing what promotions are available

Getting an offer for something already purchased

18%

17%

19%

To create a customer experience that stands out from the crowd, enterprises need to be prepared to offer both the “nice to haves” and the “essentials.” For the payment and pickup experience, these “essentials” include things like buy online, pick up in-store (BOPIS) and one-click checkout. But what are the added features that can make or break a shopping experience? The survey found that shoppers around the world see these three “nice to have” features as most important when shopping online:

Ability to use rewards points to pay for a purchase

BNPL (Buy now, pay later)

1-click checkout

56%

52%

45%

- Jason Test, vice president, digital and in-store commerce at PayPal

Consumers don’t shop with a brand because of their great ‘omnichannel’ experience. In fact, if you ask a consumer what omnichannel means, they will all likely have a different definition of it. The reality is that consumers just want an easy and positive experience – plain and simple. As a result, merchants need to expand their idea of what omnichannel can mean, then prioritize it.

What you can do:

Partnering with PayPal means unlocking new possibilities to create customer experiences that propel your business forward. Learn more about the shopping and payment preferences of today’s customers in five key markets.

View Full Report

*IDC InfoBrief, Sponsored by PayPal, “Do Retailers Really Know What Digital Shoppers Want?,” Doc. # US49041822, May 2022. The survey conducted by IDC among 505 large enterprises and 10,054 consumers in five markets: the US, UK, Australia, Germany and France.

Test your knowledge about your customers

Next Question

Product/Catalog

60%

Security/Trust

43%

Fulfillment/shipping

52%

Sales/Promotions/Loyalty/Rewards

30%

Offers free returns

29%

(e.g., great selection of products that are easy to navigate/find on the site)

Next Question

All payment methods are clearly visible

55%

Ability to use rewards to pay for purchase

26%

Buy now pay later (BNPL)

13%

Free shipping for returns

47%

Preferred payment method is available

51%

Next Question

Faster delivery

30%

Brand trust

28%

Customer service

39%

Security of payment data

35%

See Results

1-Click checkout

45%

Ability to use rewards points to pay for purchase.

56%

Buy Now, Pay Later

31%

Ability to split payment with a friend at checkout.

24%

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Take this quiz to find out how well you know your customers

Download to discover how to keep your customers coming back.

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

Flexible payment and pickup options

Frictionless, efficient checkouts

Security and trust

View Full Report

Partnering with PayPal means unlocking new possibilitiesto create customer experiences that propel your business forward. Learn more about the shopping and payment preferences of today’s customers in five key markets. Download to discover how to keep your customers coming back.

View Full Report

Next Question

Survey Results:

Partnering with PayPal means unlocking new possibilitiesto create customer experiences that propel your business forward. Learn more about the shopping and payment preferences of today’s customers in five key markets. Download to discover how to keep your customers coming back.

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Survey Results:

CREATED BY Sponsor content is produced in collaboration with advertisers by Insider Studios, the branded content team at Insider Inc. Insider's editorial staff is not involved in the creation of this content. Copyright © 2022 Insider Inc. All rights reserved. Registration on or use of this site constitutes acceptance of our Terms of Service, Privacy Policy and Cookies Policy. Contact Us | Sitemap | Disclaimer | Accessibility Commerce Policy | CA Privacy Rights | Coupons Made in NYC | Jobs