Lack of Try-Before-You-Buy in Online Shopping

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In non-online shopping, the first request of the consumer is to try the product.
Image Credit: The Product Analyst

The first desire of consumers in traditional shopping is trying before buying the product. Especially consumers in Turkey want to choose their own fruits and vegetables when shopping from local markets and they do not let the seller choose for them. In addition to sociologic and experience-based reasons for this resistance, there is a similar consumer tendency in the global system.

The most basic reason for this is identified as the consumer’s desire to physically try an item of clothing. Also, increased online shopping percentage shows that consumer tendencies have other criteria.

Internet Usage in Turkey

Researches show that by the end of 2019, social media users in Turkey will reach approximately 75%. In our country, internet users spend approximately 7 hours per day online. They only spend 2 hours 46 minutes on social media environments. Therefore, consumer habits and behaviours on digital platforms are becoming more important for e-commerce websites. When geographical regions in Turkey are considered in terms of online shopping, 55.5% of online shopping is in Marmara Region, 16.4% in Central Anatolia Region and 12.2% are in the Aegean Region. Especially in recent years, shopping online is developing and becoming more intense on websites that operate with an e-commerce marketplace sales approach.

What Is Online Shopping Tendency?

Increasing e-commerce growth shows that online shopping is an important preference. According to researches, individual internet penetration in Turkey was 79% in 2018. In terms of global smartphone usage, mobile shoppers in the last month of 2018 were 55%. In Turkey, mobile device shopping for clothing and consumer electronics is near 50% band.

Is Try-Before-You-Buy Criteria Disappearing?

With such an increase in e-commerce, it is emphasised that customers skip trying criteria before purchasing, but this is not exactly correct. Users accept that online shopping has a price advantage. Additionally, 53% of the same consumers state that they visit a store and physically try a product before purchasing online. Today, the price advantage is no longer a criterion for an e-commerce website. Now, consumers are leading to product inventory information, ease-of-shopping and presenting products for consumer tendency.

Consumer Shopping Tendencies

Consumers do not only want to see product images on online shopping websites. They need to see product videos as well. Researches show that users want to see at least 5 images and 2 videos. The average age is also related to visual image tendency. Younger consumer group wants to see richer content image in online shopping.

%70 of the reasons to leave the product page is “not having detailed information about the product”. This percentage is more important than “high product price” or “fake product possibility” doubts. Researches show that consumers want to obtain detailed information about a product. Also, leaving a page because a brand was not familiar is a less common issue which is almost non-existent. Especially young consumers state that they are willing to give a chance to a new brand.

Importance of Information in Sales

Including supportive product videos and images to a purchased product is sufficient to complete image information. But consumers want to have detailed knowledge about a product.

These details include the following items:

  • Product type (textile type or raw material etc.)
  • Usage
  • Size
  • Which measurement corresponds to which size (these measurements can be different especially for international standards)
  • Inventory
  • Maintenance and cleaning

Before making the final decision about a product, consumers check product user comments. But at this point, it is important to express that consumer perception is very clear; because they can easily distinguish “artificial” comment and “organic” comment. In fact, all this detailed information corresponds to prompting to purchase without physically trying it.

What Is O2O Shopping?

O2O shopping model started to be emphasised as a model that impacts both retail commerce and e-commerce. “Online to Offline” trade method identifies a strategy to guide an online shopper to an offline or retail shopping from brick-and-mortar stores. But companies with both online and offline stores can highly benefit from this model.

When a product is purchased online, this product can be changed or returned from the physical store. Also, a customer can order online in a retailer store and customer can receive an online purchase from the store.

E-commerce websites can correctly use this shopping strategy and increase their trade volume. There are websites that conduct O2O trade in a “showroom” instead of a large store. This type of trade strategy provides a valuable advantage to purchase at that moment instead of ordering online and waiting for shipment.

It is predicted that more than 80% of retail commerce will happen in physical places around the world. Large shopping websites that hold the world-leadership try to turn these conditions into their advantage by purchasing sales points in the physical media. Additionally, they are driving customers with their additional payment advantages in online shopping.

At this point, consumer continue to narrow down their criteria: They do not make their final decision before checking e-commerce websites with payment advantages as well as other large competitor sales prices. Retail sales firms are purchasing online shopping websites to re-state their share in the market. Thus, companies use online and offline method together in shopping and driven into a faster competitive environment to survive with the most correct form of sales.

Augmented Reality Applications

E-commerce websites use different applications t make mobile shopping interesting. Customers can use an application to see how a product they want to purchase will fit them or how this product will look at their home. With this application, they have the advantage to learn more about the product with augmented reality before actually purchasing the product. Work on augmented reality applications that are anticipated especially in clothing stores and clothing e-commerce websites are on-going.

Consumers can see whether that product will fit their body shape with a system where they input their measurements. This way, they can see how the cloth will fit on different parts of their own body. It is observed that this type of application increased sales by 30%. These types of applications do not only enable customers to try a product for their measurements, but they also gather important information such as age and body proportion, liking criteria, shopping habits and behaviours. Accordingly, it is just minutes away to turn shopping into a personalized experience for the customer. With these applications whose trial versions are available, e-commerce websites develop their own solutions without needing retail. These applications seem attractive for anyone who tries a product in the cabin and shares a photo of the product with their friends.

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