What you need to know

The path to online purchase lives in a blended state of online and offline experiences. eCommerce offers an opportunity for retailers to connect with consumers beyond convenience and competitive price offerings. While these two components are necessary for a successful ecommerce experience, the continuous cycle of the online path to purchase presents brands with opportunities to engage and build relationships with their consumers. In a crowded landscape, relationship building will keep the brand top of mind when consumers return to their keyboards to make a purchase.


For the purpose of this Report, Mintel has used the following definitions:

  • Path to Online Purchase: this examines a consumer’s journey from unknown need to buying a product as well as barriers and frustrations along this cycle

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