Working in e-commerce in 2019 is in large part about balancing competing perspectives. Gaining a glimpse into what consumers are really thinking about their own experiences shopping online can be immensely helpful. As a compass, starting point or reality check for running an e-commerce website personalisation and optimisation strategy, consumer insights provide the raw data to power an e-commerce experience that ticks as many boxes for as many stakeholders as possible.

This study was conducted in the spring of 2019. We worked with a survey partner to ask 2,000 consumers from the US, UK, DACH region, France and Spain a series of questions about their shopping preferences, particularly when it comes to online shopping and website personalisation.