Three Problems Still Plaguing Online Shopping, and How to Fix Them

The popularity of online shopping has transformed retail and the shopping experience. Consumers can now buy almost anything they want with a single click, anytime, anywhere. Gone are the days when customers were forced to leave their homes and spend hours shopping and in long, paid lines. E-commerce is undoubtedly changing retail for the better.

But it is far from perfect…

According to the US Department of Commerce’s web retailer data analysis, e-commerce accounted for 14% of total retail sales in 2018. Of course, brands and retailers need to constantly change the buying landscape and better meet customer needs. Otherwise, they will remain in the dust of the Goliath industry (look at Amazon).

In this article, I will discuss three of the biggest challenges that online shoppers face, as well as some ways in which brands and retailers should consider addressing these challenges.

Paralysis of choice

Think about the last time you bought something online, but you didn’t know exactly what you were looking for (for me it was a camera for my 15-year-old daughter). You were probably surprised by the number of choices (thousands) you presented in technical jargon (opening? F-stop?). And … no salesperson to help or guide you!

The general opinion is that the more products available to consumers, the better, while the opposite is true. More options can really hinder sales. A wide variety of options tend to attract customers rather than to attract them.

The “overload of choice” is very real.

In fact, a recent survey found that 42% of consumers admit that they have completely given up on a planned purchase because there were so many options.

It is essential to be aware and aware of the choices that your target audience must make to avoid becoming alienated. The variety of products can help differentiate a brand or retailer, but offering relevant options is what really sets them apart from the competition.

Retailers and brands need to find ways to guide buyers to specific products that are relevant to them. They can use digital assistants, online questionnaires, or other forms of digital technologies for customer engagement. With these solutions, consumers can discover the products they love, products that are specific to them, in a timely and simplified way.

“I can’t find what I’m looking for!”

Having an easy-to-navigate business website is an important part of success; Although a clean and exclusive website has a charm at first, it will lose its luster if real functionality is limited.

Consumers want a shopping process that is as simple and perfect as possible. Recent studies by Forrester Research have found this

This in-store experience is what we need to rediscover as a digital experience.

Online vs. Reality

How often have you bought something online and realized, upon receiving it, that it looks or works completely differently than you expected? This has already happened to all of us: the product displayed on a website is not what it looks like in person.

E-commerce retailers must take all necessary measures to ensure that the customer is satisfied from the moment they start their online shopping journey until the product is in their hands.


As valuable as e-commerce has been for transforming retail, customers are demanding more. Online retailers must prioritize the buyer’s journey and get the most out of the shopping experience. (We just have to be careful not to give them too much!)