Presenting customers with products they want to buy, when they want to buy them is an important ingredient of e-commerce success. But a recent survey from software provider SAP SE finds retailers routinely miss the mark when it comes to serving up relevant product recommendations to online shoppers.
The SAP survey of more than 20,000 consumers in 24 countries found that three out of four online shoppers worldwide fail to regularly see product recommendations that interest them. When asked how often suggested recommendations interest them while shopping online, only 25% answered either “almost all the time” or “half the time.”
Online shoppers in the United Kingdom are the most likely (15%) to have never seen a relevant product recommendation online, and only 6% of U.K. shoppers say they see relevant recommendations on a regular basis. In the United States, 17% say they regularly see relevant recommendations. According to the survey, consumers are most likely to see relevant recommendations on a regular basis in Thailand (47%), Colombia (43%) and Germany (34%).
The survey also found that 52% of consumers are willing to abandon their shopping carts if shipping costs are too high, while 55% said they were significantly more likely to complete their online purchases if they receive a discount or a product promotion deal.
Globally, Chinese shoppers are the least likely to abandon a cart due to high shipping costs (24%), and U.K. shoppers are among the most likely to abandon a cart due to a “tedious” checkout process (32%). The survey found Korean shoppers to be the most forgetful. 26% of Korean shoppers say they abandon their carts due to forgetting about the items in them.
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