The convenience and ease of online shopping is one that I’m sure many U.S. consumers have been happy to take advantage of. Whether it’s finding a unique décor item for my friend’s baby shower or that childhood book that my brother and I loved to read, ecommerce has allowed me to obtain items that I otherwise might not have been able to. However, the online shopping bug has not seen the same results with consumables when compared with other consumer packaged goods (CPG) products.
John Burbank, president of strategic initiatives for New York-based Nielsen, notes that 63 percent of Americans report researching purchases online. Of those polled, 63 percent also indicated that they look up reviews, while 78 percent considered online shopping convenient. Despite these positive numbers, Americans still express some hesitation when it comes to ecommerce, Burbank adds.