Online shoppers wander across sites

Online shoppers are increasingly searching for products across multiple sites as users seek better deals, prices and selection.

According to a report by HookLogic and Market Tree, 34 percent of shoppers browse multiple sites looking for a better selection, 20 percent are comparing shipping options and another 20 percent are interested in more product information.

Another 23 percent are looking for a product that is unavailable.

The report – Browsing & Buying Behavior by Category: 2016 – analyzes responses from about 600 consumers who shopped online within the past three months. About one-third of consumers purchasing online said their buys were based on impulse.

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Retailers start off in a strong position with online shoppers, as two-thirds start product searches directly on retail sites like Walmart, Target and Best Buy. Just one-third begin on search engines.

Search behavior and frequency vary by product category, but retailers that first attract and then keep customers with improved inventory and information are more likely to turn browsers into buyers.