Consumers are motivated to shop online because of the convenience, of the ability to search, filter, and compare. They want to shop efficiently and navigate without frustration.

An intuitive UI is important to have a stress-free experience.

The consumer’s in-store experience can significantly influence the online experience and vice versa.

The computer is preferred when shopping online - big screen, better resolution, multiple windows can be open to compare and read reviews.

Most interviewees had a strong sense of brand loyalty in terms of frequenting the same site and committed to the quality and consistency of brands they already know.

Returns were mentioned to be a service differentiator when deciding where to shop.

Almost everybody mentioned that they are looking to read reviews, ideally with pictures to help them decide what to purchase.

Less is more - more products don’t necessarily attract customers so apparel companies must reduce assortment.

It was frequently mentioned that in-person shopping is preferred; most of the interviewers have recently switched to online shopping, mainly because it is more convenient and more accessible to search and narrow for specifics.

Live retail therapy is desired – real-time, interactive video streams that sell products, on social platforms.

Almost all the people interviewed, emphasized the price as being one of the most important factors plus fit and quality.

Sales and discounts were very important being a decisive factor in finalizing the purchase. “Buy-now” purchase plans coming sooner than later, and Fee-free “buy now, pay later” (BNPL) payment plans were very appealing to everyone.

When prompted to sign up for a membership or create an account, most people opted to bypass or abort the shopping altogether.