British consumers may be going online to bag a bargain, but when it comes to making a purchase over a third of respondents (36%) to Avail Intelligence's Trust Index survey rated recommendations and reviews as the most useful feature of an e-commerce site.
Price matching was something that 25% said they looked for most in an Internet shopping site. More nascent e-commerce technologies, such as 3D imaging and video, are yet to catch on but Kristiansson believes this will change as they become more widely adopted by retailers.
American online shoppers are similarly swayed by their peers. Recent research from Opinion Research Corporation found that 84% of consumers said browsing reviews influenced their decision on whether or not to purchase a product or service.
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