The dark side of ecommerce | Integrated Brand Communications | Scoop.it

The explosive growth of transactional and online shopper data means consumers are swamped with information. In just one internet minute, there are now 2m Google search queries, £83,000 in sales on Amazon.co.uk, 100,000 new Tweets and 6m Facebook views.

 

The retail industry is no exception. Whilst in-store product ranges are limited by the physical constraints of shelf-space, online retailers can display ten times the amount of products on their sites.

 

This leaves consumers with overwhelming choice. Yet research shows that most products are going un-noticed. As highlighted in a study undertaken by RichRelevance, only 44% of products online are getting attention; leaving 56% bypassed.

 

Furthermore, just 10% of products on an online retail site garner 75% of page views.

 

Bringing this back to the in-store metric, this is leaving over half of the shopping aisles in the dark.