Nearly 70% of Europeans want to be inspired when shopping online

Retailers should identify how offline shopper behavior can be transformed online

shopping online

Nearly 70% of Europeans want to be inspired when shopping online. Source:

According to Ecommerce News, a majority of Europeans want to be inspired when browsing e-commerce websites online. But according to many shoppers, many online stores aren’t that inspirational. And that lack of inspiration is a barrier against using them.

As a matter of fact, only 29% of consumers in Europe say online retailer stores inspire them. And that’s not all: 57% claim a lack of inspiration or a poor shopping experience is a barrier against buying products from these online shops.

This is shown in a study from iPaper and Epinion among over 6,000 shoppers across the UK, Germany, France, The Netherlands, Italy, and Sweden.

According to Jesper Lykke Nielsen, Director Digital Business at Epinion, the report shows that simply showing off your product isn’t enough.

When it comes to e-commerce websites that deliver online inspiration, 51% of shoppers call Amazon the market leader. The e-commerce giant is also a preferred destination for product search and purchases. Six in ten shoppers use Amazon to buy products, compared to only 24% who use online shops.

We’ve reported that Decathlon UK introduced its own marketplace.


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