Online Shopping is Impacted by Online Research

Research is as Research Does …

We’re not going to deny it—any purchase you may make will be the choice between having something you use for years or something you will be disappointed with. Online research is the same. With online purchases, however, you don’t have the opportunity to feel the product, see the packaging, or experience making the purchase.


Online purchases are even more difficult to nail down. Cart abandonment is rampant. Shoppers choose items and then close the computer. Done. Without the look and feel of a product, you can have trouble knowing how to make a final purchase decision.

So where do online shoppers go for recommendations and clarity when deciding on their purchases? They go to search engines. Of the 70% of shoppers who do their shopping online, 81% do online research before making a purchase.

81% of shoppers do online research before making big purchases.

What This Means for Marketing

If a business offers online sales, it’s fundamentally important that they offer relevant, poignant, and easily accessible information for online users. This includes both internal keywords and links, product summaries, product reviews, and external presence.

Externally, businesses offering online purchases should have a presence on a variety of publications and review sites. This includes everything from Wikipedia to GlassDoor. You know shoppers are going to be looking. Make sure you’re claiming your presence on other indexing sites. Here are a few things you can do to ensure you are meeting the research needs of your online searchers:

  • Ensure you have descriptive summaries of your product.
  • Check that you have a variety of images and close shots of your product.
  • Allow purchasers to post reviews on your e-commerce platform.
  • Claim your Google My Business listing.
  • Understand your reputation online, and manage it.