Report: 60% of U.S. Shoppers Created an Online Account, Half Cite Convenience
Oct. 19, 2015
Sixty percent of U.S. online shoppers have created or used an online account with a retailer in the past year, suggesting Americans place a high value on convenience and are more brand loyal than consumers in other countries, according to a new report from e-commerce acquirer and processor Worldpay. Nearly half of respondents (47 percent) specifically said they create online accounts because it makes shopping quicker and easier.
“When I go [to a retailer’s e-commerce Website] for the first time and they ask me to sign up for an online account, I have a tough decision to make,” said Joe Kleinwaechter, vice president of innovation and design at Worldpay. “Am I going to do this more often or am I going to do this once? If it’s once, you’re not going to get my information. There’s a risk/reward merchants ask consumers to make the first time they shop and that’s tough, because it’s not what they came there to do.”
Kleinwaechter said the survey shows retailers can use payments to build the trust necessary to convince first-time customers to repeat their behavior. Having trusted payment types like the major card brands prominently displayed on the homepage can have a positive effect. The idea of trust “can be built into the site,” he said.
U.S. consumers are also showing more savvy regarding security and what data they share with retailers. Fifty percent of shoppers would be encouraged to create an online account if specifically told how their data may or may not be used by the retailer. A quarter of American consumers surveyed said security concerns would cause them to abandon a purchase if redirected to a third-party site to complete the payment. And, 68 percent of those surveyed said the ability to see payment authentication and digital certificate logos makes them feel more secure.