The majority of online shoppers are interested not just in purchasing goods, but also in receiving additional services from online stores – this is evidenced by the results of a Yandex Advertising study. Requirements for the level of service are also growing – 76% of respondents stated the importance of quality customer service when making an online purchase.
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Additional services are most in demand in the categories “ Furniture and household goods” (54% of respondents used additional services during their last purchase), “Home appliances and electronics” (42%), “ Clothing ” (43%), “Jewelry and costume jewelry” ( 49%), “Products for repair and construction” (42%), “Products for gardening and summer cottages” (39%),
“To have a competitive advantage, it is not enough for a business to simply sell a product; it needs to provide high-quality service at all stages of interaction with the buyer: from selection and delivery to assembly and subsequent maintenance. The most effective way to “upgrade” the service is on the website of the online store. This platform makes it possible to communicate directly with the buyer, build the client’s LTV by increasing loyalty, and therefore distribute marketing budgets more effectively,” notes Denis Marfutin, head of the e-com development department at Yandex Advertising.
56% of buyers note that when choosing an online store, they will give preference to the site that immediately provides the opportunity to receive or purchase the necessary options. When choosing a product on the Internet, 62% of respondents want to see information about related services on the company’s website.
Thus, for 59% of respondents it is important to have a product warranty. 53% pay attention to professional advice, and 58% of respondents pay attention to advice on choosing products and read selection articles on retailers’ websites. 22% of online users would like to be able to order the production of individual items to order or with a customization option. 20% of respondents were interested in purchasing goods with express delivery.
To find a store offering the services they need, customers use search engines (47% do this), online store sites and apps (36%), review sites (28%) and online maps (27%).
Interest in additional services is also supported by data from the Yandex search engine. For example, in Russian cities with a population of over a million in the first quarter of 2024, users began to more often search for online stores where they can order furniture cleaning (+76% compared to the same period last year), removal (+68%) or recycling (+20%) old interior items. Requests for dry cleaning of clothes increased by 15%, by almost 20% for the removal of unnecessary household appliances, and by 8% for the removal of construction waste.
The survey was conducted in May-June 2024 on the Yandex Vzglyad platform: online shoppers who made purchases online over the past year (1,868 people).
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