A recent America study suggests that `Price’ is still the most important deciding factor in on-line purchases. The findings come from the 2016 BigCommerce State of Omnichannel Retail Study.

Most important influencing factors

While Price is still a major influencer the survey found shipping cost and speed (80%), and discount offers (71%) as highly influential in the decision process.

Interestingly the least-influential factors include advertising and recommendations from social media.

Of the 1000 people surveyed 80% of the respondents to the BigCommerce survey say they buy online at least once a month; 70% of respondents to the Internet Retailer survey said the same, and 64% reported shopping online more frequently now than three years ago.