Factors Affecting Customers’ Online Buying Behavior

The unprecedented growth of the internet and its global impact on users were the biggest driving factors in driving entrepreneurship into new spheres. eCommerce allowed businesses to operate without the need to establish a physical establishment. As a result, eCommerce is the new way to conduct business and develop consumer trust.

eCommerce has been a popular topic since the COVID-19 pandemic. The global lockdowns have played a critical role in the further rise of online shopping. People no longer have to go outdoors and risk their health to buy necessities and other basic needs. All you need is a handy smartphone and a stable internet connection to explore a wide variety of products and services online.

The growth of online shopping has also spurred e-business competition. As a result, business owners are trying other ways to boost their visibility and attract more potential customers as possible. These include offering flash sales, free shipping, and discount vouchers. But the online shopping experience doesn’t simply stop after checking out. Retailers need to ensure items will safely reach their customers’ doorstep in the shortest time. They do this by ensuring proper freight management and the use of portable axle weighers for export control.

In the rising competition among online stores, it’s important to monitor factors that affect prospective customers in their purchase journey. Doing this allows retailers to avoid losing customers from other competitors. With that in mind, here are the factors that affect customers’ purchase behavior when shopping online.


According to a study by Linnworks, 76% of consumers view convenience as one of their top priorities when shopping online. This also means consumers value online shopping more than they used to before the pandemic.

Unlike on-site shopping, online shopping offers a major benefit to consumers as it saves a lot of time and effort throughout the day. They don’t have to visit multiple stores on foot since they can explore a wide variety of stores and brands and compare prices with just a few clicks. Not only that, but customers are also saving more money since retailers don’t have to charge extra fees for the product to cover the overhead costs of a brick-and-mortar business.

Another reason customers find online shopping convenient is their ability to search online stores and order items without going through a lengthy online registration process. eCommerce platforms no longer force users to complete several forms before they check out. These minor modifications make a huge difference in improving the overall purchase journey. They also increase the chances of having repeat transactions and higher customer retention.

Omnichannel shopping

using gadgets

With unlimited access to several technology options, people are constantly engaged in the shopping experience even without the intention of purchasing. This has paved the way for a new consumer behavior where people shop while multitasking. For example, a social media user can easily order a certain item without leaving the platform during the purchase process. This resulted in the expectation that brands should also be visible and actively engaging customers in every digital channel.

Payment system

The payment process is also an essential part of the consumer experience. People always seek convenience in every aspect of the buying journey, and the payment system is not an exception.

Consumers look for online shops or eCommerce platforms with easy payment gateways and a wide variety of payment methods. There’s also a rising trend called “buy now, pay later,” where customers can buy items on credit and pay for them later for an interest-free installment.

A simple payment process drives customers to make buying decisions quickly. It also encourages them to make multiple purchases.


Online retailers should always ensure convenience in every step of the end-to-end buying experience. This is because consumers value fast delivery when shopping online. Some even offer lower shipping costs or free shipping promotions to further satisfy customer expectations.

Transparency in the shipping process is also a must in online shopping. Customers expect online retailers to be transparent about the status of their orders, especially once they are out for delivery. In fact, many retailers have reported that their customers are switching to other competitors because of their inability to provide transparent, reliable, and fast delivery processes.

There’s no doubt that eCommerce has connected sellers and buyers on one convenient, unified platform. As you try to stand out from the competition, it’s important to know the driving factors of customers to tailor your products and services according to their immediate needs. In this case, knowing all the factors of online shopping behavior will help develop insights in providing a better customer journey.

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