It’s an interesting question as to what makes customers buy from a web store. But it is more useful to study why customers do NOT ultimately make a purchase, and what are the most important factors that prevent them from buying. Here are the top six reasons why ecommerce fails.

The list is not complete, of course, but in my experience, the following six factors are the main reasons why a customer does not make the purchase:

1. They do not find the optimal product In most cases, the first reason is that the customer does not even get to the optimal product, he does not find any offer that convinces him. This is the theme that helps to choose: an effective web store is like a good salesperson and helps the customer to find the optimal product. Choice help is ignored most of the time thanks to the fact that different types of customers should be helped differently. But the good news is that there are a number of tools and methods to help make the decision. If you integrate them into your web store, you can experience a noticeable increase in quality, which is why this sector probably has the most potential.

2. Our offer is not convincing enough If the customer lands on the optimal product, they can view and review our offer: what will they get and for how much. At best, this is exactly what they want and the product is worth more to them than it costs, so they order it right away, but unfortunately this is not the case most of the time. In most cases, they think it’s too expensive and will dig deeper or think about it, etc. Fortunately there are many methods to increase the effectiveness of the offer; the more of these we use, the more convincing we will be.

3. They do not trust some details of the offer This is a real sneak killer – you can prevent the purchase without the customer knowing why you didn’t make the final purchase. If the customer doesn’t trust something, he won’t buy it. If some parts of the offer are not clear and the customer cannot see exactly what, when, for how much and how he can buy, he really has to want the product in order to buy it.

4. The purchase process is difficult and illogical According to statistics, at least half of purchases fail due to an illogical and difficult purchasing process. A webshop is only good if the customer can use it instinctively and the webshop adapts to the logic of the customers and not the other way around. It is useless if you need instructions on how to make a purchase in a web store.

5. They cannot choose from our range of products This is the problem of merchants who offer many products: if the customer is faced with too many similar offers that seem equally good for him and does not receive any useful advice to make the decision, he will not buy and postpone the decision for later. To come back later’. Or they will go to another merchant who can help them decide.

6. They can’t find a suitable payment method Through my work, I am often faced with the question of how to pay for products or services that are sold on the Internet. There is no general solution; everyone has to decide based on customer preferences. So the answer lies in the research.

Less than a decade ago, an eCommerce seller could function just fine by securing the purchase without any real customer support. However, nowadays it is not possible to ignore these views in the face of strong competition from other web shops (which are just a click away).