Paving the Way for the Online Shopper in Asia

Paving the Way for the Online Shopper in Asia

Charting a path toward successful checkouts in Asia takes more than designing where the buttons go, but an understanding of what makes online shoppers in the region click. It’s said that, on average, a person makes up to 35,000 decisions a day.[1] Included in this weighty number are consumers’ purchasing decisions as a buyer navigates their way to purchase. For example, analyzing how a product fits a need, to judging how many virtual or physical steps it takes to reach the product, to even seemingly minor considerations such as the typography used on a product label. The online shopper has even more questions and motivations on their consumer purchasing journey. Therefore, understanding the contemporary online shopper and their motivations is crucial to designing a virtual shopping experience that leads to the most critical stage of online shopping: payment. Identifying an online shopper’s emerging behaviors can ensure the longevity of success in the APAC eCommerce landscape, which Forrester projects will be worth US$1 trillion in 2020.[2] The Shoppers Behind the Mouse and Mobile UPS’s Pulse of the Online Shopper study termed today’s online shoppers ‘flex shoppers’ – and “ruthlessly efficient” at that.[3] The flex shopper is highly aware that time and tide waits for no consumer. They take advantage of the omnichannel approach that online retailers use, and evaluate products through different devices and multiple channels before purchase. Furthermore, their online purchase decisions are influenced by convenience, efficiency, communications, delivery speed, the amount of information provided and personalization, such as site recommendations for products based on known preferences.[4] As such, having a seamless transition between multiple channels is significant to the flex shopper,...