According to a Morning Consult survey, also from March 2018, 45% of US internet users think it’s better to shop digitally than in-store when looking for low-cost options, putting ecommerce sellers at an advantage over physical stores.
Ecommerce, however, is similarly affected by shoppers browsing for the best deal, which can lead to online cart abandonment.
Recent data from ContentSquare found cost was the top reason shoppers left items in a cart. Almost three-quarters of respondents listed things like the final price being too expensive or finding a better deal elsewhere as having caused them to abandon a purchase.
Per Target Marketing, among US marketers who offer an omnichannel experience, nearly six in 10 currently have consistent pricing across channels. Another 18% plan to have consistent pricing, but more than a quarter (27%) have no intention of doing so.