There is traffic but no orders? If you don’t do this well, it will be useless no matter how much money you spend!

Recently, Salsify, a business experience management platform, released a new consumer research result, which investigated the consumption preferences of nearly 5,000 consumers in the UK, Germany, France, and the US. Consumers have relatively high requirements for product detail pages, and there are also some other obvious differences between countries.

Research shows that nearly half of online shoppers will give up purchasing because of rough product pages, and supply chain issues and specific consumer channels occupy a secondary position among consumer influencing factors.

According to the report, 46% of consumers in the U.S. will not buy a product if they can’t find detailed information on the product page. Additionally, 30% say they won’t buy a product if its images are missing or low-quality.

This means that optimizing your product listings and providing the information consumers want through your brand page will be crucial.

Other findings from the report include:

1. Brand trust outweighs fast, affordable shipping

45% of consumers said they would be willing to pay more for a similar product if it came from a brand they trusted, compared to just 30% in 2021. However, only 30% would pay more for free and fast shipping.

2. The rise of omnichannel shopping

After a surge in online shopping over the past year and a half, consumers will browse and buy both in-store and online in the coming year. 68% of consumers said they will buy in-store, while 56% of the same group said they will also buy online through a shopping website.

3. Supply chain difficulties are still there

In the past three months, 73% of consumers said they had been impacted by shortages or delays due to shipping, supplies or staffing.

4. Social media platforms have become the main shopping channel for parents

Half of parents (53%) have purchased something directly on a social media channel in the last year, compared to just 25% of all non-parents.

The report also pointed out that at the end of 2021, 40% of Americans were affected by supply chain shortages, while only 19% of French buyers were affected. British and German consumers were also less affected, at 28% and 29% respectively.

In every country, most consumers said they choose private label products because they are cheaper, but in the U.S., 37% of respondents prefer retailer brands, while 8% of British, 13% of Germans and 14% of French people say they prefer third-party retailer brands.

In addition, 26% of French people said they were most likely to buy directly on a brand’s website in the next year, compared to 19% of British people, 15% of Germans and only 13% of Americans.

Editor ✎ Xiao Zhu/

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