What Today’s Online Shoppers Really Want

The Pixel, in partnership with Athos Commerce, surveyed 1,000 online shoppers to understand how people discover, browse and buy online today. The results reveal clear patterns in shopper behaviour and highlight where many eCommerce experiences still fall short.mHere’s what today’s consumers really want, and what it means for your eCommerce strategy:

Mobile Dominates Discovery, But Desktop Still Wins Big Purchases

When searching for something to buy online:

• 64% prefer mobile
• 27% prefer desktop
• 9% prefer tablet

Mobile is clearly the starting point for most customer journeys. However, the story changes when shoppers are ready to commit to a larger purchase.

59% switch to desktop to complete the transaction. This highlights an important behavioural nuance: customers may discover products on mobile, but they often prefer the control, visibility and perceived security of desktop when spending more.

For retailers, this reinforces the importance of seamless cross-device experiences, not just responsive design.

Navigation Is Make-or-Break

A striking 80% of shoppers say they have abandoned a website because it was difficult to navigate or find products.

Only 20% say they haven’t.

Poor user experience isn’t just a usability issue - it’s a direct revenue leak.

If customers can’t quickly find what they’re looking for, they won’t persevere. They’ll simply move on to a competitor.

How Shoppers Prefer to Find Products

When browsing an eCommerce site, customers rely on multiple discovery tools: (multi-select question)

• Filters - 52%
• Categories - 51%
• Site search - 49%
• Product recommendations - 19%
• AI/chatbots - 9%

The takeaway is clear: shoppers want control.

Structured browsing tools like filters, categories and search remain the backbone of product discovery. While AI and conversational tools are emerging, they are not replacing core navigation anytime soon.

Retailers should focus on getting the fundamentals right before layering on AI features.

Site Search: A Critical Conversion Driver

Site search plays a much bigger role than many retailers realise.

• 23% use it every time
• 48% use it often
• 25% use it sometimes
• 3% rarely
• 1% never

That means over 70% of shoppers regularly rely on site search.

For many users, the search bar is effectively the storefront of your website. If search results are slow, inaccurate or poorly optimised, customers will struggle to find products — and conversions will suffer.

What Actually Drives Purchase Decisions?

When deciding whether to buy, shoppers say the most important factors are:

• Price - 79%
• Reviews - 60%
• Product descriptions - 52%
• Product photos - 43%
• Delivery time - 37%
• Delivery and returns information - 34%
• Brand reputation - 33%

Price remains the dominant driver, but trust signals including reviews, detailed descriptions and transparent delivery information play a critical role in converting interest into purchase.

What Makes Shoppers Leave Immediately?

Some issues cause shoppers to abandon a site almost instantly:

• Too many pop-ups - 59%
• Slow page loading - 47%
• The site doesn’t feel trustworthy - 46%
• Poor product images - 38%
• High delivery costs - 37%
• Prices that seem suspiciously high or low - 37%
• Lack of reviews - 35%
• Confusing layout or navigation - 31%
• Lack of product information - 25%

Pop-ups and slow performance top the list - a strong reminder that aggressive conversion tactics can often have the opposite effect.

The Biggest Online Shopping Frustrations

The most common frustrations shoppers experience when buying online include:

• Unclear pricing or hidden costs - 21%
• Too many choices - 18%
• Confusing product information - 16%
• Difficulty comparing products - 16%
• Fake or unhelpful reviews - 12%
• Poor search filters - 11%

Customers don’t just want more options, they want clarity and confidence when making a decision.

Transparent pricing, clear product information and trustworthy reviews are essential.

What This Means for Retailers

Stepping back, several key themes emerge from the research:

1. Make mobile exceptional
Mobile is the primary discovery channel for modern shoppers.

2. Optimise desktop for high-value purchases
Customers still prefer desktop for higher-confidence transactions.

3. Fix navigation before adding AI
Filters, categories and site search drive real behaviour.

4. Treat site search as a conversion engine
It’s not just a feature - it’s one of the most important product discovery tools on your site.

5. Remove friction wherever possible
Pop-ups, slow pages, hidden costs and confusing layouts all cost sales.