Decision Fatigue is Ruining Online Shopping, But Existing Tech Can Help

Software Advice’s latest research reveals 84% of shoppers struggle with search filters, and only 34% trust reviews from influencers, highlighting challenges in finding, buying, and trusting products online.

AUSTIN, Texas--(BUSINESS WIRE)--Online shopping should be easy, but a recent survey from Software Advice reveals that it’s becoming increasingly challenging due to decision fatigue. The survey of over 5,500 global consumers reveals that consumers are overwhelmed with the sheer volume of search results, ineffective filters, and unreliable reviews, making it harder to find what they truly want.

Today’s online shoppers face a unique challenge—more products than ever are available, yet it’s harder to find the right ones even with the early promise of AI. Most global consumers start their product search on retailer websites (52%), search engines (67%), or ecommerce marketplaces (46%). However, they are met with an overwhelming abundance of unhelpful search results, including sponsored, inaccurate, or irrelevant product listings.

“This abundance creates a frustrating experience that leads to decision fatigue, causing many shoppers to abandon their carts or avoid ecommerce sites with poor search functionality,” says Molly Burke, senior retail analyst, Software Advice.

Filters impact search functionality and user experience

Search filters are supposed to help shoppers narrow their options and over three-quarters (77%) of consumers regularly use them when browsing online. But it’s an imperfect system riddled with frustrating issues—users that regularly use them report that filters are often incorrectly applied to products (45%), lack a helpful degree of specificity (44%), or are too sparse to meaningfully narrow product selections (34%).

Build consumer buying confidence through reviews

Shoppers spend excessive time scrutinizing product reviews to ensure they are genuine and helpful. Despite the importance of reviews, with price being the only factor more critical to purchase decisions, the effort to find trustworthy reviews contributes to overall decision fatigue. Notably, only 34% of respondents trust reviews made by social media influencers, indicating a need for more genuine customer reviews.

Burke advises, “Retailers need to improve their discoverability on search engines while enhancing their own website’s search functionality to better match customers with products they really want. Making reviews easier to digest helps influence purchase decisions and cuts down on costly returns.”

Bridge the gap between social media trends and ecommerce

Social media significantly influences online shopping behaviors, with 30% of consumers starting their product search on platforms such as Instagram, YouTube, and TikTok. Two key factors complicate the buyer journey. First, consumers are inspired by social media trends, but most make their final purchases outside of social platforms. Second, many retailers fail to incorporate trending social media keywords into their website, including search functionality and product information.

Rather than seamlessly connecting social media-savvy customers to their products, retailers leave shoppers to their own devices to connect the dots between what’s on social media and what they’re selling online.

Enhance site search and review management

Retailers can enhance the online customer experience by adopting advanced search software and leveraging review management systems. Faceted search and AI-driven review summaries can significantly reduce decision fatigue. These examples enable consumers to find what they need quickly, reducing frustration and increasing the likelihood of a sale.

For more detailed insights and recommendations for growing businesses, read the full report on Software Advice.

About Software Advice

Software Advice simplifies software buying. Through 1-on-1 help and trusted insights, industry savvy real-life advisors guide buyers to top software options in minutes instead of days.

Software Advice has delivered over 1 million software recommendations to help businesses find the right fit for their industry, since its launch in 2005. Software Advice also features over 2 million verified user reviews to help people feel confident in their technology decisions.

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