It is an interesting question as to what makes customers purchase in a web shop. But it is more useful to study why the customers DO NOT finally make a purchase, and what are the most important factors that hold them back from the purchase. Here we present the six main reasons what e-commerce failure is.
The list is not complete of course but on the basis of my experience the following six factors are the main reasons why a customer does not finally make the purchase:
1. They do not find the optimal product In most of the cases the first reason is that the customer does not even get to the optimal product – they do not encounter any offer that would convince them. This is the choice-helping topic: an effective web shop is like a good salesperson and helps the customer to find the optimal product. Choice-helping is ignored most of the time thanks to the fact that different types of customers have to be helped differently. But the good news is that there are a number of tools and methods to help make the choice. If you integrate them into your web shop you can experience a notable increase in quality so this sector has probably the most potential.