Save or Share this Report

For eBusiness & Channel Strategy Professionals

Web Buyers — And Their Expectations — Grow Up

Experienced Web Buyers Are Becoming The New Mainstream

March 11, 2008

Primary author headshot


Why Read This Report

The online shopper is maturing: Only one in 10 Web buyers has less than one year of online shopping experience, down from one out of five Web buyers in 2005. In fact, today, nearly one-third of Web buyers have seven-plus years of online purchasing experience. Tenured Web buyers are slightly older, wealthier, and more enthusiastic about technology than their less-tenured counterparts. Furthermore, compared with inexperienced Web buyers, seasoned online shoppers have fewer reservations about buying online and purchase in a wider variety of categories. How can retailers deepen their relationships with the growing ranks of eCommerce veterans, while simultaneously enticing the remaining online shopping holdouts? Through targeted promotions that will catch the interest of bargain hunters without degrading margins, capturing the trust of newbies with clear security policies, and mastering online merchandising tactics that combine the best of online and in-store shopping experiences.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Recommended Research