Shoppers have been dealing with increased amounts of decision paralysis while online shopping…
Making the process excruciating.
When making decisions online, companies must know how to avoid complicating the process…
Or it’ll come back to bite them.
What Causes Shoppers’ Decision Paralysis?
Picture this…
You’re looking for a new coffee table and open the internet to find your perfect match. As soon as you open your laptop, you’re bombarded with thousands of options to consider…
After facing a flood of different options, most shoppers call it quits before committing to a purchase.
A NEW STUDY REVEALED THAT 72% OF SHOPPERS HAVE ABANDONED THEIR SHOPPING CARTS DUE TO ONLINE SHOPPING FATIGUE AND DECISION PARALYSIS.
This phenomenon is referred to as the “paradox of choice.” We believe that the more choices we have when making a decision, the happier we will be. In reality, more options only make it more difficult for us to choose what we want…
Enter decision paralysis in online shopping.
When deciding on what to buy, our brains first filter out what we don’t want before finding reasons to make our final decision. We have to consider:
- Price
- Look
- Feel
- Reviews
- Recommendations
With new styles and microtrends constantly changing, it can be incredibly overwhelming to find the perfect option for you.
Thanks to the internet, now brands are not limited by what they physically can store in brick-and-mortar locations. Superstores can now offer hundreds of thousands of products online to meet every need consumers have…
However, any convenience found in a superstore is offset by the time it takes to actually decide on the ideal product.
Decision paralysis can get in the way of any purchase you’re trying to make online. As much as it sucks not being able to decide on what you want…
This is an even bigger issue for retailers.
Fallout Of Indecision
Decision paralysis is not fun for anyone…
But for retailers, it can have some real consequences…
WHEN SHOPPERS ABANDON THEIR CART DUE TO OVERWHELM, OR FEAR OF NOT MAKING THE CORRECT CHOICE, RETAILERS LOSE SALES…
Companies can try simplifying their product offerings as well as reducing friction when checking out.
For customers, however, the solution is not as clear.
For one, customers who face decision paralysis when online shopping can start going back to stores to make their purchases. While the array might be more limited, this restriction of options can help you decide what you want with less pressure…
Alternatively, customers can also thoroughly research what product the want before they move into the buying phase. This can help you decide if you really need what you want.
Some customers quit making unnecessary purchases altogether due to decision paralysis…
Thanks to no-buy challenges and the underconsumption movement gaining traction.
Ultimately, online shopping isn’t going anywhere…
Might as well find ways to get around decision paralysis while we can.
Be Great,
GCTV Staff
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