European Consumer Behavior: How to Reduce eCommerce Abandonment and Improve Conversion Rates

eCommerce sales continue to grow unabated across Europe. Web sites are becoming the chief source of shopping information for consumers, regardless of channel, with store sales influenced by online research being three to five times larger than total ecommerce sales. The customer touch points are multiplying and shifting more into the hands of consumers.

IDC Retail Insights believes that enterprises that deliver uninterrupted Web site availability, fast, rich, secure, and easy-to-use ecommerce platforms are heading in the right direction to improve conversion rates and reduce Web site abandonment.

This IDC White Paper presents research findings for the Western European online commerce market, based on primary research completed in April/May 2010 with 1,500 consumers.