Vendor reputation is the ‘most important factor’ when buying online, according to 86 per cent of shoppers surveyed globally by 2Checkout (formerly Avangate).

The study of almost 1,000 global consumers found that product reviews are the next most influential factor in buying decisions - more so than discounts and free trials - as recognised by 74 per cent. Product reviews which lack credibility were a blocker for 49 per cent of respondents.

Money-back guarantees are also an important factor, rated ‘high’ by 67 per cent of respondents.

“Understanding buyers’ habits and preferences is key to reaching them effectively with the right products and offers and providing the expected support, via their preferred channels,” said Erich Litch, chief revenue officer at 2Checkout.

Online search leads the way as the preferred method for finding products, with 78 per cent of shoppers worldwide rating it as their first choice. Searching directly on a vendor’s website came in second with 31 per cent, while word-of-mouth followed in third with 28 per cent.

While the discovery of new products is spread across multiple channels, the actual purchase of products still takes place mostly on desktop, which was favoured by 82 per cent of respondents, compared to 45 per cent using mobile and tablets.

The report also showed credit cards as the preferred payment method, being used by 86 per cent of respondents, followed by 54 per cent favouring payment platforms like PayPal and just 12.5 per cent selecting mobile payment options such as Apple Pay.

Additionally, the research found that having difficulty reaching live support is the biggest concern for 55 per cent of shoppers, while half cited a lack of trust in unknown vendors.

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