What does convenience mean to online shoppers?

What is it about?

Convenience is often given as a reason for the proliferation of online shopping versus bricks and mortar retail. But what does convenience really mean? This study breaks down the concept of convenience into 5 items: access, search, evaluation, transaction, and post-purchase, finding that access is the most important aspect of convenience.

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Why is it important?

Online shopping is growing consistently year after year, with many shoppers citing convenience as one of the main reasons for switching to online rather than shopping in a conventional physical store. But convenience can mean different things to different people. The authors of this study worked alongside a major supermarket retailer in Hong Kong to understand more about what convenience really means to consumers in an online shopping context. The research shows there are five main aspects to convenience in online shopping, listed in order of importance: 1. Access convenience: This refers to the ease of access to the retailer’s site. Consumers value being able to shop at any time and from any place. Access convenience reduces psychological and physical effort 2. Evaluation convenience: How easy is it to choose a product? Consumers value clear, easy to understand information and want to assess the quality of the product before purchase 3. Search convenience: This encompasses website design as well as search functionality. Customers want to be able to find their desired products in as short a time as possible 4. Transaction convenience: Consumers value simple and flexible payment methods, with as few steps as possible 5. Post-purchase convenience: This aspect refers to the speed and quality of delivery. Customers want their goods quickly, safely, and undamaged. They also value clear returns policies, and expect to be able to return goods easily.

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