How consumers decide to buy what they buy on an online store

Authored by Narinder Mahajan, CEO and Co-Founder, ODN

Online shopping can be a solitary experience. Unlike walking into a retail store, where you can see other shoppers around you, shopping online is a solo journey. You are on your own and there is nothing to influence your decision about what to buy. Or so we all believe.

Shoppers on ecommerce platforms are actually chaperoned by an ‘invisible guide.’ It assists consumers in making their purchases. The influence is ubiquitous and impactful, subtly guiding you towards that crucial moment of purchase.

But here's the interesting part – this guide works differently for each person, depending on the type of technology user they are. Whether it’s an experienced online consumer or someone who's just getting started, understanding this guide is the key to understanding why we buy what we buy.

Let us delve into the strategies that cater to both just about any shopper for that matter, transforming a virtual shopping cart into a satisfying transaction. The sole aim of the ecommerce platform is to enhance the online shopping journey, ensuring that it captivates and fulfills the needs of every individual.

Unveiling the Power of Relevant Content

Imagine a plain white t-shirt with the same price tag but available on two different online platforms. What sets apart the experience of shopping for that t-shirt on the two platforms? The answer lies in captivating content. Engaging visuals, detailed product descriptions, and enriched product details not only strategically inform the consumer about the product but also builds consumer confidence. Unlike an offline retail store where consumers evaluate and pay for the physical product, consumers online ‘buy’ the image and content of the product, with a promise that the product will be delivered to them in the near future. Content is the real deal maker.

The alert

Cart abandonment is a common challenge in Indian e-commerce, with a high abandonment rate of 51%. Online brands address this issue and nudge consumers towards a sale conversion through notifications and alerts. Imagine browsing and receiving an alert about a delightful price reduction on the items in your abandoned cart. Suddenly the lower-price alert turns curiosity into a call to action. It's a win-win situation for both the brand and the customer.

Trust Boosters

For uncertain consumers or those new to e-commerce, social proof plays a crucial role. The words of fellow consumers make or break a purchasing decision. Enter customer reviews. Positive reviews provide reassurance and build the confidence consumers in the brand. Suddenly, that product or brand becomes irresistible, compelling one to click "Buy Now" without hesitation.

Smart Recommendations

Recommendation engines have the power to subtly enhance consumer confidence while increasing sales. As you browse, you discover that the item you've chosen is frequently purchased with another item. This realization suggests that the additional product must be highly useful if bought as a combination and also appreciated by other shoppers. The surge of enthusiasm leaves no room for doubt. This recommendation is usually not possible in offline shopping. You confidently click, securing both items and reveling in a well-informed choice.

FOMO is real

The fear of missing out is a real phenomenon, a powerful call to action, and not limited to the online world of shopping. Incentives and urgency sweep consumers into urgent purchases. The sight of other consumers who have already claimed their piece of happiness triggers emotions, leaving no room for hesitation. The desire to be part of an exclusive club propels one to click on ‘Add to Cart.’

Storytelling with a Cause

For direct-to-consumer (D2C) brands aiming to make a difference, storytelling becomes a powerful tool to connect with their audience. A brand aligned with a specific cause that resonates with the values of consumers attracts attention. Whether it is cruelty-free, vegan, zero chemicals, or Earth-friendly, the cause appeals to the human conscience. Making a purchase becomes more than an act; it becomes a guilt-free contribution to something greater, a triumph of purpose.

Understanding these soft, or covert, nudges is essential for brands in the grand tapestry of online shopping. By embracing relevant content, leveraging notifications, showcasing customer reviews, suggesting complementary products, harnessing FOMO marketing, and weaving purposeful storytelling, brands guide consumers toward conversion. Armed with these strategies and powerful products, brands unlock unparalleled success in the fiercely competitive realm of online retail. Possibilities await.