So what are the best features for online stores? Next, we asked consumers to identify the most important capabilities retailers should offer when they’re shopping online.
A swift and efficient checkout process is the top capability retailers should offer, with 81% of consumers (and 89% in the UK) saying it’s important. Next is the availability of favourite payment methods, with 80% of consumers choosing it as the second-most important capability. This reinforces our earlier finding that the payment process is a critical touchpoint in the customer journey.
In joint-second is great customer service and support (also with 80% of the vote).
The next four positions all relate to logistics: free shipping has 78% of the vote, free returns and efficient delivery times are important to three-quarters of European shoppers, and multiple delivery options are just below with 68%.
Further down the list are loyalty programmes and discounts and transparency or CSR practices. Subscriptions complete the list with 40%.
“You need to build trust by offering a consistent, transparent experience across brand interactions, product details, pricing, shipping, payments, and return policies,” Colleen adds. “Comprehensive product information, including details on product sourcing, enhances trust and helps distinguish your brand. It's equally important to be transparent about your policies, product sourcing, and how you handle customer data.
“Offering a range of payment options, such as instalments or express checkout with trusted providers, from product pages through to checkout, further reinforces customer confidence. Flexible shipping options also empower customers, giving them greater control over their buying experience.
“When it comes to product discovery, external channels might mean visitors are less inclined to browse your inventory. Take advantage of product and checkout pages to implement smart search and filtering options, and leverage AI-powered product recommendations for shoppers to display relevant items quickly.”
How important are payment methods?
To understand just how crucial the payment process is during the customer journey, we also asked consumers how important it was that ecommerce stores offer their preferred payment methods when they’re shopping online.
The results are clear: 91% of consumers consider this important, with more than half (52%) saying it’s ‘very important’. This underscores the critical role that a good payment system plays in converting shoppers and building loyalty.
“Also, when expanding into new markets,” Colleen adds, “it’s essential to recognise different local payment method preferences. For example, offering region-specific options like iDEAL in the Netherlands or PayPal in Germany is crucial to building trust in those markets.”
