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More US consumers heading online in Q4, report says

Rachel Wheeler Archive
The number of e-retailers looking to improve their website technology could be set to rise as a new report suggests that an increasing number of shoppers will be heading online in the fourth quarter of 2010.

According to the iPerceptions' E-Commerce Industry Report Q3 2010, 60 per cent of respondents are planning to head online to conduct research or make purchases in the coming months.

This is further supported by a steady increase in the number of visitors using the web to make purchases over the course of the year, from 14 per cent in the first quarter, to 22 per cent in the second and 29 per cent in the third.

In order to optimize the percentage of shoppers that become buyers, online retailers need to focus on the needs of those in the early 'learn' phase, the organization explains.

Clear pricing and price comparisons were the main obstacles to task completion for visitors who came to shop, the report found.

"Providing shoppers with the tools to know they're getting the right product at the right price will go a long way toward coaxing them down the purchase funnel," said Claude Guay, president and CEO of iPerceptions.

Posted by Richard Jones