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BizReport : Ecommerce archives : September 06, 2011

GSI Commerce: Nearly half of consumers prefer to shop online for clothing

Online stores have come a long way in the past decade or so. Today's shoppers have more choice and better tools with which to make informed decisions. No wonder then that recent research found almost half of UK adults now like to shop for fashion online rather than in-store.

by Helen Leggatt

eBay-owned GSI Commerce surveyed 2,000 online adults in the UK about their online fashion shopping habits. The report (.pdf) shows that 45% prefer to shop for fashion items online, rather than in-store.

Choice is the main reason for their online preference, cited by over a quarter (27%) of respondents, while more convenient delivery options (10%) and more comprehensive product and service information (7%) also played a role.

So important is the broad range of information online that 42% said they'd like to see more online kiosks in-store.

If shoppers aren't buying online they're window shopping. Just over two-thirds (64%) research fashion items online before heading to the mall, up 5% on last year.

One surprising statistic from the survey is that a whopping 90% of consumers said they had not interacted with any fashion retailer's Facebook, Twitter or mobile site.

Of the few that had had interactions with a fashion retailer's social side most said they were looking for offers (49%) or to enter competitions while a third wanted an answer to a product or service question or to get feedback on a complaint. A small number (22%) joined to engage in conversation with other Fans of a fashion brand and friends.

Tags: consumer insight, ecommerce, fashion, in-store, multi-channel marketing, online shopping, research, UK

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