As technology adoption and infrastructure improvements bring more consumers online and familiarity and comfort with digital platforms increase, the continued growth of connected commerce is inevitable. But today there is much uncertainty about the convergence between online and offline shopping behavior and how to drive margin and profitability in both.
The Nielsen Global Connected Commerce Survey polled respondents in 26 countries to determine what motivates and deters consumers to make a purchase online. We look at how consumers are using the Internet to make shopping decisions both in stores and online, and we examine what they’re buying, where they’re purchasing and how they’re paying for goods and services. Finally, we offer insights and recommendations about how to succeed in the connected commerce space.