Sixty percent of U.S. adults have created or used an online account with a retailer in the last 12 months.
Even more, 47 percent have created the shopping accounts because it's quicker and easier to shop, according to new research from Worldpay.
U.S. shoppers want to know how they can pay from a retailer's home page, and seeing payment information clearly is a strong factor in online purchasing decisions.
For example, 48 percent of respondents say they would be more encouraged to buy when they see payment logos on the home page. Sixty-four percent of shoppers would not continue a purchase if the payment methods displayed at the checkout were not consistent with information on the home page. In addition, 38 percent of online shoppers would drop out of the checkout process if an error occurred.
"Consumers are the new point-of-sale, controlling when and where they shop, and how they pay," said Tony Catalfano, Worldpay U.S. president and CEO. "To win the sale, retailers must deliver the buying experience their customers want, which is increasingly multi-channel and often starts at the home page. Consumers will take their business to retailers that best cater to their preferences."
Data protection is a top priority for online shoppers. Half of shoppers would be encouraged to create an online account if they were told how their data may or may not be used by the retailer. And one-quarter of consumers said they would abandon a purchase over serious security concerns if redirected to a third-party site to complete the payment. Sixty-eight percent of respondents said the ability to see payment authentication and digital logos makes them feel more secure.
In a recent online shopping study by Pitney Bowes, 66 percent of respondents said they would prefer to make an online purchase on a marketplace website, which beat out the preference for a specific retailer's website, 62 percent.
-See this Worldpay press release
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