Data Snapshot

US Retail Consumer Attitudes Highlight The Need For Online Product Comparison Tools

September 8th, 2022
With contributors:
Fiona Swerdlow , Taylor Hansen

Some purchase decisions require more thought: According to Forrester’s Consumer Benchmark Survey, 2022, 64% of US online adults spend time comparing products before making a purchase, and 38% say they become overwhelmed by too many choices. To facilitate easier and faster purchases, brands and retailers can offer product comparison on their website. To enable product comparisons, retailers need comprehensive product data with comparable attributes configured to display on the site for comparison (e.g., a comparison of televisions might include dimensions, the number and type of ports, image quality, customer ratings, and whether it offers power-saving features).

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