Shoppers want online control

A stellar brand reputation helps vendors everywhere.

Online shoppers are paying increased attention to security and merchant reputation and value reliable support across multiple channels. Vendor reputation is the 'most important factor' when buying online, cited by 86% of shoppers globally, reflecting buyers' preference for honest business, high quality products and a customer-oriented culture.

Flexibility and ability to change or cancel subscriptions anytime are key.

Buyers are used to being in the driver's seat and want full control over their online purchases. 80% of shoppers prefer manual renewal of their subscriptions, while 87% of respondents mention the 'ability to change or cancel a subscription at any time' as very important for the purchase decision.

To satisfy this requirement, merchants need to provide their clients with access to self-service, as well as assisted support in order to manage their subscriptions seamlessly, 24x7. This makes voluntary and involuntary churn prevention tools, coupled with advanced subscription management, the recipe for success for businesses looking to connect with today's savvy buyers.

"Understanding buyers' habits and preferences is key to reaching them effectively with the right products and offers and providing the expected support, via their preferred channels," said Erich Litch, Chief Revenue Officer, 2Checkout. "Our Software & SaaS Buying Behavior Survey delivers insights about when and how buyers prefer to get software and highlights their specific preferences and concerns when buying online. These valuable buyer insights empower merchants to make better sales and marketing decisions."

Reviews speak louder than discounts or free trials.
Product reviews are the next most influential factor in buying decisions, more so than discounts and free trials, as recognized by 74% of respondents globally. Money-back guarantees are also a very important factor, rated 'high' by 67% of respondents.

Reaching a real person is reassuring, no matter where buyers are.

Having difficulty reaching live support is the biggest concern for 55% of shoppers. In addition, 50% of shoppers cited a lack of trust in unknown vendors. In addition, product reviews which lack credibility is a blocker for 49% of respondents.

Search rules around the world.

Online search leads the way as the preferred method for finding products, with 78% of shoppers worldwide rating it as their first choice. Searching directly on a vendor's website comes in second with 31%, while word-of-mouth follows closely in third place with 28%. In addition, this year's survey has reflected these changing buyer habits with online ads taking a back seat in popularity, mentioned by only 11% of respondents as an avenue for product discovery.

Most software purchases still made on desktop but mobile catches up.

While the discovery of new products is spread across multiple channels, the actual purchase of software and SaaS products still takes place mostly on desktop, which is favored by 82% of respondents, compared to 45% using mobile and tablets.

This could be related to the type of product or service purchased, with security and privacy software being the top-selling category worldwide at 51%. Audio and Video and utilities, both at 30%, follow behind security software. Other popular types of software include gaming, (20%) internet browsing (25%) and mobile apps (24%).

Credit cards and PayPal remain most common ways to pay; mobile payments gain ground.

This year's report also shows credit cards as the vastly preferred payment method, being used by 86% of respondents. In addition, popular payment platforms such as PayPal is also a common way to pay, with 54% of buyers using these services. Lastly, 12.5% select mobile payment options such as Apple Pay.