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Online purchasing dynamics

By conducting various research and trying to understand consumer trends, Google has analysed the factors that influence purchasing decisions.The main ones can be summarised as:The brand influence - when talking about the brand, everything related to image, expertise and loyalty should be taken into account. Fluid purchase process - usually the online purchase path is fragmented and tortuous and therefore, the abundance of channels must allow a fluid and transparent interaction with consumers.Most popular channels - Google and Youtube are the most used platforms to search for information.Innovation - the main expectations of consumers are about the use of multiple channels (omni-channel) and about innovation.More generally, it is always important to keep in mind that consumer expectations should be anticipated, and focus not only on the purchase phase but on the whole shopping experience.

By conducting various research and trying to understand consumer trends, Google has analysed the factors that influence purchasing decisions.

The main ones can be summarised as:

  • The brand influence - when talking about the brand, everything related to image, expertise and loyalty should be taken into account. 
  • Fluid purchase process - usually the online purchase path is fragmented and tortuous and therefore, the abundance of channels must allow a fluid and transparent interaction with consumers.
  • Most popular channels - Google and Youtube are the most used platforms to search for information.
  • Innovation - the main expectations of consumers are about the use of multiple channels (omni-channel) and about innovation.

More generally, it is always important to keep in mind that consumer expectations should be anticipated, and focus not only on the purchase phase but on the whole shopping experience.

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