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Consumers abandon ecommerce sites if too difficult

More than half of consumers have stopped purchasing products from a brand or retailer website because choosing was too difficult.

More than half (54%) of consumers have stopped purchasing products from a brand or retailer website because choosing was too difficult.

In fact, 42% admitted to abandoning a planned purchase altogether because there was too much choice.

To prevent decision paralysis, 68% of shoppers want their favorite brands or retailers to provide them with honest and personal advice, while 44% expect proactive product recommendations and tips when shopping online.

Humanizing Digital 2020, a new consumer survey commissioned by Digital Advice technology provider SMARTASSISTANT, found that online shoppers crave interactive, conversational decision support on digital channels.

Although only 14% of consumers had used digital sales assistants in the last year (intelligence-driven, dialogue-based solutions that guide shoppers to the right products based on their needs), over three-times as many (46%) demanded brands and retailers to integrate them on their online sites after seeing an example.

• 81% said using a digital sales assistant would increase their purchase decision-confidence;

• 88% thought it was beneficial for online stores to have them, and
• 72% of consumers said that digital sales assistants are most helpful for finding and choosing products

Markus Linder, SMARTASSISTANT founder and president, comments: “It’s clear: E-commerce has made shopping more convenient, but the increased amount of choice is confusing consumers to the point that they’re feeling incredibly overwhelmed, leaving websites without buying. Customers want interactive, human-like support from technology that can offer personalized help in real-time.

“The research shows that retailers and brands that make their online offer more 'human' -- by providing intelligent, interactive assistance and guidance - are best placed to fulfil today’s customer expectations and make more sales.”

Download the full report here to view all the findings: https://smartassistant.com/humanizing-digital-2020

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