Price is the key factor driving people to shop online with almost a third of consumers naming it as their top incentive.
For 31% of shoppers the prospect of finding the best price is the primary factor when shopping online, according to a survey commissioned by virtual fitting room firm Fits.me, which will be unveiled today [February 25] at the Drapers Digital Forum.
A further 21% listed the ability to search for the best price as the secondary factor for them, making a total 52% of respondents giving price as either their primary or secondary reason.
Men are even more price-focused than women, with 35% stating it as their primary reason for shopping online compared to 27% of women.
After price, convenience of delivery was found to be the second highest driver with 14% of those surveyed listing it as their primary reason.
The survey, which canvassed the opinions of 1,027 shoppers, also found that 97% of online clothes shoppers do their shopping from home or work even when using mobile devices.
Fits.me co-founder and chief executive Heikki Haldre said: “Irrespective of device or shopping location, consumers clearly want the same experience online that they are used to in-store. Resolving these obstacles must be a priority for retailers, or they risk simply changing the device on which their shopper is disappointed.”