37%

of customers, when choosing an online store, first and foremost pay attention to the fact that the price of goods there is lower than that charged by competitors.

Customers also look at reviews by other customers (17% of them focus on this) and the lowest shipping costs (9%).

Other significant factors include the speed and ease of returning goods, a wide selection and the speed of receiving an order. However, good after-sales service does not matter for the majority of customers.

These data are presented in a report by Elena Panteleeva, Associate Professor in the HSE Department of Company Marketing, and Flora Shamiryan, a graduate of the Faculty of Management Master's programme. The report is entitled ‘The Influence of Consumer Experience on the Satisfaction and Loyalty of Online Customers’.