Factors for the purchase decision in the online shop

The ability to make purchases online has become a trend for both individuals and businesses. According to Atreus' study on trends in B2B sales in 2025, 77.44% of respondents consider digitization and automation to be one of the most popular trends for the next five years. The reason is understandable. It is quick, convenient, and easy to order various products or services online. In any case, the range of products on offer is very large, which is another advantage. People can visit several shops and compare their products and prices. Brick-and-mortar stores are often far apart. That's why it takes more time and is not always possible to go there. In addition to these, there are other factors that encourage people to buy from online shops.

What factors influence your customers' purchasing behavior?

Where people prefer to shop depends on their own preferences and diverse situations, as well as social factors. Let's take a closer look at each aspect:

• Personal factors. Customers' needs and expectations vary depending on their age, gender, and lifestyle. Women want different things than men. The same applies to younger and older generations.
• Social factors. Various reference groups such as family, colleagues, or friends, as well as culture and religion, strongly influence consumer behavior. Subcultures also affect purchasing decisions. Based on recommendations and reviews, people often choose to buy online from stores that can satisfy specific needs or are easier for them to understand.
• Situational factors influencing purchasing decisions include mood, health, and other aspects that encourage buying at a particular moment.
• Psychological factors include a person's attitudes and beliefs, as well as individual motivation.

The reasons why people make purchases on the internet vary. They depend either on individual, internal needs or on external social, traditional, and emotional aspects.

Reviews and feedback from other customers

According to a study by Marketing Land, around 90% of people read reviews before making an online purchase. These reviews are the strongest evidence the brand can give to potential customers, and regardless of whether they are positive or negative, they are the best source to get better information about a particular product. Offer the possibility to rate products in your online shop. And provide a good shopping experience to avoid negative reviews.

Free shipping

It tops the list of e-consumers' favourite benefits. According to a survey by the Boston Consulting Group (BCG), 74% of consumers say that "free shipping" is a major influencing factor in their decision to buy online or not. Plan to offer this benefit to your customers from time to time. Take the "Free Shipping Day" hook, for example. However, the promotion cannot harm your finances, so it must be well thought out and planned. The choice of shipping methods also plays a decisive role: the more delivery options you offer, the better. DHL, Hermes, DPD, Click and Collect are the most commonly used shipping methods in Germany. Find out more in our article.

Hassle-free exchange and return process

It's a process that plays a crucial role in building trust with your customers. Offering free and easy returns is the best vote of confidence the brand can give its customers. It is also important that shoppers are informed about the exchange or return process in a timely manner to avoid cart abandonment at the end of the checkout process.

Quality of product information

There is no doubt that the quality of the products is decisive for the customer's decision-making process, but the information provided about them today also plays an important role. In addition to customer reviews, the product description also gives the seller a great deal of credibility: detailed descriptions of your products increase the trust of potential customers. Consider the following aspects in the description (if applicable to the product):

• The advantages of using the product;
• Technical features;
• Instructions for use or application tips;
• How to treat/store/wash;
• Or other details that are relevant to the specific product.

A special software - PIM system (product information management software), for example our solution - KennerPIM, helps you to manage product information efficiently.

User-friendliness and website layout

The layout of an online shop has a huge impact on the consumer's buying process. It is extremely important to understand how customers use your website or online shop in order to create a simple layout that matches the brand image. At the same time, good usability is a crucial aspect: the website must be intuitively understandable to increase browsing time and higher conversion rates. In addition, proper mobile optimization with the help of a certified online shop agency is of great importance.

Payment methods

At the time of payment, the payment methods presented to the potential customer are crucial to determine the credibility and ease of the payment process. Find out about the most commonly used payment methods on the market and offer your customers as many options as possible. PayPal, purchase on account, direct debit, instant bank transfer and Paydirect are popular payment methods in Germany. You can read more about the payment methods in our article here. Online shops that offer four or more payment methods have a higher sales conversion rate than those that only offer one option.

How does the choice of payment methods and shipping methods influence the purchase decision - read here.

How do you avoid cancellations when shopping online?

For e-commerce projects, it is important to be able to assess whether the online shop is user-friendly and meets consumer requirements. It is unlikely that a potential customer who does not have a good shopping experience will return to the online shop. But how can you avoid purchase cancellations?

In addition to good usability, clear and relevant information, simple and secure checkout and return processes, other factors need to be taken into account in order to avoid shopping basket abandonment:

• Gather information about browsing and consumer preferences to present personalised offers
• Carry out campaigns to restore the shopping trolley
• Shopping without registration
• Offer registration via social media accounts or email
• Develop an after-sales strategy
• Enable order tracking
• Ensure good customer advice

Our e-commerce agency specializes in creating and managing online stores based on popular store systems such as Shopware, Magento, and OXID eShop. We take care of the qualitative realisation of your projects with the highest standards of performance, design and user-friendliness. We create an outstanding, user-friendly online shop for you and with you, we also take care of digital marketing and are happy to advise you. Our references tell you more about us.

FAQ

• What influences the purchase decision?

The price, brand, quality, design, and reviews have a major influence on the purchase decision.

• How can I find out which factors are most important to my customers when making a purchase?

You can identify important factors through surveys and feedback forms, as well as by analyzing purchasing behavior.

• Should you shop online or in a brick-and-mortar store?

Everyone decides for themselves what is best for them. It is worth combining both options.