Online shoppers demand more as E-commerce spending increases

Channels, choices & convenience lead to online shopping satisfaction

Mississauga, ON, September 26, 2013 - Comscore, Inc., a leader in measuring the digital world, and UPS Canada today released the results of the UPS Pulse of the Online Shopper Study™: A Customer Experience Study, which contains key consumer insights into elements of the online shopping experience that drive brand preference, customer loyalty and word-of-mouth recommendations.

The study, conducted by Comscore found online shoppers are increasingly demanding more from retailers. Consumers want more information at the start of the online experience, more options during checkout and delivery, and more channels for interacting with their favourite retailers. A seamless returns process, free shipping and social and mobile access were rated among the most important needs of today’s online shopper.

“This study highlights the critical three Cs of today’s retail online customer experience – channels, choices and convenience,” said Nicolas Dorget, vice president of customer solutions, UPS Canada. “Retailers can win shoppers over by providing a consistent and positive omnichannel experience. From mobile apps to social media platforms, today’s consumers value – and even expect – services to work together across the entire shopping continuum from pre-purchase to post-purchase.”

“With more and more device options for staying connected to their favourite brands, retailers have a growing number of touch points through which to reach consumers,” said Susan Engleson, senior director at Comscore. “Retailers that customize shopping experiences so that these experiences align with how customers use different devices and platforms have a real opportunity to build brand loyalty and drive sales.”

Shoppers demonstrated a preference for retailers that deliver an integrated and value-added experience across all channels, including in-store, online and via mobile devices.

  • The single most important factor, cited by 65% of respondents, was the ability to buy online and make returns in-store, while the second most important factor is availability of in-store pickup (49%).
  • Nearly 30% of shoppers want to be able to purchase in-store with their mobile device and want a mobile application for their smartphones.
  • Nearly half of consumers using a retailer’s mobile app are less likely to comparison shop when using an app versus a browser.

Shoppers also indicated that they want more control over their online shopping experience. Having access to multiple options with regards to shipping and delivery policies was proven to lead to a decrease in cart abandonment upon checkout.

  • Nearly 90% of online shoppers indicated they have placed items in their shopping carts and left the site without making a purchase.
  • Online consumers indicated that communicating shipping costs and delivery times early in the online shopping experience can help alleviate cart abandonment.
  • More than three quarters of online shoppers said they have added items to their shopping carts in order to qualify for free shipping, suggesting that retailers’ minimum spending thresholds for free shipping are effective at inducing consumers to spend more.

Simple return policies drive satisfaction and repeat business, according to the study; therefore, having a seamless returns process is essential.

  • Nearly 50% have returned a product purchased online.
  • Sixty-five per cent of consumers will shop more with a retailer if they offer a hassle-free returns policy.

About the UPS Pulse of the Online Shopper: A Customer Experience Study
The study evaluates consumer shopping habits from pre-purchase to post-delivery and is based on a Comscore survey of more than 1,000 Canadian online shoppers.
Click here to view the Canadian report and infographic.

The global study is based on a Comscore survey of more than 14,000 frequent online shoppers in the U.S., Europe (Belgium, Netherlands, France, Germany, Italy and the UK), Asia (China, Hong Kong, Singapore), Australia, Mexico and Canada. Click on this animated map to learn more about each region.

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit

About UPS
UPS (NYSE:UPS) is a global leader in logistics, offering a broad range of solutions including the transportation of packages and freight; the facilitation of international trade, and the deployment of advanced technology to more efficiently manage the world of business. Headquartered in Atlanta, Ga., UPS serves more than 220 countries and territories worldwide. The company can be found on the web at and its corporate blog can be found at To get UPS news direct, visit

Stephanie Adamo
Comscore, Inc.
+1 312 777 8801