Original Research Report 2023-2024

State of Consumer Attitudes on Ecommerce, Fraud, & CX 2023-2024

Our fourth-annual original research report highlights the consumer attitudes and behavioral trends that ecommerce businesses should anticipate in 2024 and beyond.

Smiling gen z woman using smartphone, symbolizing varied shopping preferences and behaviors across different generations in 2024

While experts warned of reduced consumer spending in 2023, ecommerce sales increased. Throughout the year, consumers spent nearly four times more online than they did in stores, and businesses can expect that to continue.

At the same time, retailers must be aware that they are now marketing and selling to multiple generations with a wide range of preferences and expectations relating to customer experience, payment options, fraud tolerance — or lack thereof — and security.

In this report, we’ll discuss consumer attitudes across generations and preferences, how the ecommerce industry is changing, and what you should do to set up your online business for success.

Focused individual using laptop to shop online, reflecting the savvy nature of modern e-commerce consumers who prioritize price, shipping details, and selection while shopping across various online platforms in 2024

What Makes Consumers Click

Today’s ecommerce consumers are savvy. Regardless of generation, they’ve learned how to navigate online and are willing to shop around. The three most important factors that online consumers consider are clear — price, shipping and selection.

These three factors impact their online shopping frequency as well as their reasons for cart abandonment. Among the top three reasons survey respondents gave us for leaving their online shopping carts, two of them concerned the cost and time related to shipping.

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Preventing cart abandonment

Today’s online businesses have their work cut out for them to keep consumers shopping online. Preventing cart abandonment requires a balance of the pricing, shipping and selection factors that customers care about most. However, there are steps you can take.

4 Tips to prevent cart abandonment

Focus on reducing friction throughout the buying process.

  • Highlight sales and price reductions:

    Highlight sales and price reductions:

    Online consumers should feel like the value they can get is time-sensitive.
  • Make choices obvious:

    Make choices obvious:

    Product options, such as colors, sizes and other variations should be easy to see and select.
  • Simplify the checkout process:

    Simplify the checkout process:

    Focus on the least number of steps between product selection and purchase.
  • Be transparent:

    Be transparent:

    All costs associated with a purchase should be clearly displayed upfront to avoid surprising customers with hidden fees.

Another key point about shipping: It’s not always possible to offer no- or low-cost options without making some operational adjustments. Ecommerce businesses may need to evaluate and optimize shipping processes to determine where there are opportunities to minimize costs and improve delivery timelines.

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Our research also looked at where consumers made purchases in 2023.

Shopping channel matters

Within the last two years, we’ve seen patterns emerge within generations pertaining to how they shop. At first glance, our research revealed a split between mobile and laptop/desktop as the primary channels used at 57% and 53%, respectively. But when we look at the same question by generation, clear differences emerge.

How Online Consumers Shop
Millenials and Gen Z Are Heavy Mobile Users
Gen X Embraces Both Mobile & Laptop/PC
Baby Boomers Still Haven't Surrendered Their Laptops and PCs
Millenials and Gen Z Ecommerce Consumers Rank Free Shipping Second Most Important
Product Selection Importance by Ecommerce Consumer Generation

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