In 2020, the leading reason why internet users around the world added a product to their online basket and purchased the item, was the free delivery: just over half of consumers stated that this benefit would increase their likelihood of buying a product when shopping online. Many internet users also kept reviews from other customers and easy returns policies in mind.
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Leading reasons among internet users for purchasing a product when shopping online worldwide in 2020
Characteristic
Share of respondents
Free delivery
53%
Coupons & discounts
41%
Reviews from other customers
35%
Easy returns policy
33%
Quick/easy online checkout process
30%
Next-day delivery
28%
Loyalty points
27%
Lots of good comments on social media
22%
Knowing the product is environmentally friendly
21%
Ability to spread payments without interest
20%
Ability to pay with cash on delivery
18%
Exclusive content or services
15%
Guest check-out (with no sign-in required)
15%
0%5%10%15%20%25%30%35%40%45%50%55%60%
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This question was phrased by the source as follows: "When shopping online, which of these features would most increase your likelihood of buying a product?"
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GWI. (September 23, 2020). Leading reasons among internet users for purchasing a product when shopping online worldwide in 2020 [Graph]. In Statista. Retrieved July 13, 2025, from https://www.statista.com/statistics/1231069/leading-reasons-for-buying-products-when-shopping-online/
GWI. "Leading reasons among internet users for purchasing a product when shopping online worldwide in 2020." Chart. September 23, 2020. Statista. Accessed July 13, 2025. https://www.statista.com/statistics/1231069/leading-reasons-for-buying-products-when-shopping-online/
GWI. (2020). Leading reasons among internet users for purchasing a product when shopping online worldwide in 2020. Statista. Statista Inc.. Accessed: July 13, 2025. https://www.statista.com/statistics/1231069/leading-reasons-for-buying-products-when-shopping-online/
GWI. "Leading Reasons among Internet Users for Purchasing a Product When Shopping Online Worldwide in 2020." Statista, Statista Inc., 23 Sep 2020, https://www.statista.com/statistics/1231069/leading-reasons-for-buying-products-when-shopping-online/
GWI, Leading reasons among internet users for purchasing a product when shopping online worldwide in 2020 Statista, https://www.statista.com/statistics/1231069/leading-reasons-for-buying-products-when-shopping-online/ (last visited July 13, 2025)
Leading reasons among internet users for purchasing a product when shopping online worldwide in 2020 [Graph], GWI, September 23, 2020. [Online]. Available: https://www.statista.com/statistics/1231069/leading-reasons-for-buying-products-when-shopping-online/
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