Free shipping and hassle-free returns continue to motivate online shoppers

Year in, year out, the same ecommerce features drive consumers to shop online. A new study conducted by UPS and comScore, released by IT services and outbound marketing firm Global Sonic, reiterates consumer shopping preferences.

by Helen Leggatt

Research among 5,000 consumers in the U.S. by UPS and comScore reveals what many retailers should already know. Consumers shopping online are influenced by free and flexible shipping, easy returns processes and advanced mobile features.

More than three-quarters (77%) of online shoppers pick free shipping as the single most important option during the online checkout process, found the shopping study. In fact, in order to qualify for free shipping, 60% of shoppers have added additional items to their cart.

A 'no questions asked', easy to use returns process is also vital for online retailers nd 67% will take the time to review a retailer's return policy before making a purchase. Two-thirds (66%) want free return shipping and almost half (47%) want to be able to print off a return label.

Increasingly important is a website that is mobile-friendly. Of the 38% of mobile users who do not currently use their device to make purchases the main complaint is that product images are not clear enough and 30% said it was hard to compare products.

A new finding in this year's study is the number of people shopping at small retailers. Nearly all (93%) said they had done so with 'unique products' the number one reason followed by being unable to find what they needed from traditional stores (49%) and a desire to support the small business community (40%).