While e-commerce continues to grow in France, consumer expectations are evolving. The online sales specialist WiziShop conducted a study to better understand these expectations regarding online platforms and stores..
First lesson of the study, more than half of consumers (58,9 %) make online purchases several times a month and 9,6% even order several times a week. They are 31,5% say they are only tempted by e-commerce products a few times a year. When it comes to triggering a purchase, three criteria emerge as being decisive for consumers. In the lead, promotions and discount codes (31,5 %) are a real purchasing lever, demonstrating the importance of attractive offers to attract Internet users. But trust remains a key issue : customer reviews also have a huge influence (31,3 %), proof that the experience and feedback of other buyers play a crucial role in decision-making. The reputation of the brand or site (25,4 %) is also a decisive element, emphasizing that consumers favor platforms and brands that inspire reliability and seriousness. Finally, pour 11,8% of respondents, online purchasing is only made if there is no physical store of the brand in the geographical proximity. These trends confirm that online purchasing is based both on the perception of price, the credibility of the merchant and the experience of other users.
Trust and transparency reassure online buyers
When they place an order on an e-commerce site, consumers are above all looking for guarantees to secure their purchase. Customer reviews and testimonials are the first factor of reassurance (56,2 %), highlighting the importance of digital word of mouth and the experience shared by other buyers. Next come the legal notices and general conditions of sale. (26 %), which strengthen the credibility of the site by providing essential legal transparency. Trust labels and certifications (11 %) also constitute a guarantee of seriousness, although their impact remains less compared to other criteria. Finally, presence on social networks (6,8 %) plays a role of reassurance for certain buyers, illustrating the importance of active communication and direct interaction with customers.
The essential elements to trigger online purchasing
Before finalizing an online purchase, consumers take the time to analyze several key elements. Detailed product descriptions top the deciding criteria (38,4 %), confirming the importance of clear and complete information on the characteristics, the use and benefits of the product. The visuals, photos and videos, also play a major role (27,4 %), giving buyers a better projection before ordering. Reviews and feedback from other customers (24,7 %) constitute an influential factor, allowing the reliability of the product and the seller to be validated. Finally, comparison sites (9,6 %) are used by a minority of buyers, but remain a key tool for those looking for the best value for money before making a purchase.
The essential mobile
The WiziShop study highlights a fact : online shopping is above all a mobile experience. So, 76,4% of buyers make their purchases from a smartphone, good in front of the computer (55,6 %). Only 4,2% of shoppers use a tablet to order online. In this context, the study highlights a key issue for online stores : a bad user experience can drive away a customer. The buyers are in fact 67,1% to have already left a site due to complicated or unfriendly navigation. This trend confirms the importance for e-retailers to optimize their sites for mobile, to provide smooth navigation and a frictionless shopping experience.
Responsible consumption taken into account
If made in France and local production attract many consumers, they are not always a determining criterion in the purchasing decision : 63% of buyers say they are sensitive to it, without this being an imperative, while 17,8% make it a real criterion of choice. Conversely, 19,2% of consumers do not pay attention to it and prioritize other aspects. Beyond the origin of products, sustainability and eco-responsibility play a major role in online purchasing behavior : 39,7% of buyers always consider the sustainability of the products they buy, et 56,2% do it sometimes. A trend which is also reflected in the willingness to pay more for products sold by an ethical and eco-responsible store : 32,4% of consumers say they are willing to spend more for a clear commitment, et 47,9% would be willing to do so depending on the circumstances.
Small online stores inspire trust
Buyers don’t just trust big e-commerce platforms. Small online stores inspire more and more credibility among consumers : 31,9% trust them more and 50% are open to the idea, depending on the context and the experience offered. A strong signal for independent e-retailers who rely on transparency, authenticity and ethics to seduce a 
customers in search of meaning and more responsible consumption.
Delivery, a criterion of choice
The diversity of delivery options also plays a key role in the online purchasing decision., although its importance varies according to consumers : 39,7% of buyers appreciate having several choices (relay point, click & collect, express delivery…), but do not use them systematically. Pour 27,4 %, on the other hand, it is a determining criterion, directly influencing their decision to purchase. Conversely, 31,5% of consumers say they don’t pay particular attention to it, et 1,4% do not take it into account at all.
