e-shopping behavior: 2017 insights

Published on the 9 January 2018
Google e-shopping Insights 2017: UX ideas and trends

Did you know Christmas day is the peak day for searching “store hours” on Google? The end of the year always highlights interesting trends and e-shopping behaviors. Google keeps analyzing search data, and offers precious insights on learning how consumers shop. A few selected insights and UX ideas to adapt.

Settle for the best

Consumers don’t rely on ads or packaging anymore. For even small purchases, they search for the best brands and products on Internet, and especially on mobile: mobile searches for “best” have increased by 80% in the last 2 years. Considering searches like “best water bottles” (+165%) or “best salt” (+375%), it is probable that consumers initiate those searches in an offline shopping experience, for example in a supermarket while shopping for groceries.

Google e-shopping Insights 2017 - +80% growth in "best" mobile searches in the past 2 years

Watch video reviews

Reviews are more and more important for e-shoppers, and they especially refer to videos: the watch time of “Shop with me” videos has increased 1000% over the past 2 years, and been multiplied by 10 on mobile.

If consumers don’t find reviews on your website, they will look somewhere else.

Google e-shopping Insights 2017 - Increase of "shop with me" videos consumption

Drive to stores

The search for “store hours” peaks on Christmas Day, as well as “where to buy”. On mobile, “where to buy” grew more than 85% over the past 2 years.

Personalized recommendations

49% consumers prefer to shop on a website or app that recommends products based on their history (reviews, purchases, sales.) Also, searches are often complemented with the person they are shopping for, and consumers expect intelligent suggestions.

Organize your home page by persona rather than catalog.

Google e-shopping Insights 2017 - 49% consumers prefer recommendations based on their activity

A few UX ideas to adapt

  1. User reviews, unpacking pictures and in situation pictures and videos have become a major part of a product description. It requires a bit of work and someone to moderate and answer, but if consumers don’t find it on your website, they will look somewhere else.
  2. For brands with physical stores, it can be a good idea to create a link from products in stores to reviews on your website, for example with QR codes or NFC chip.
  3. Offer products to chosen influencers, inviting them to publish an unpacking video on Youtube in return. This type of user-generated content will have more impact.
  4. On the mobile version of your website (which has to be responsive), don’t forget to start with the location and store hours, as well as a diretc phone number, if possible directly to the store itself.
  5. Personalization is a huge challenge, but it can start small, with suggestions based on consumer’s recent activity and persona-oriented product suggestions. Organize your home page by persona rather than catalog.


Source: Think with Google, Google Insights, https://www.thinkwithgoogle.com/feature/mobile-search-behavior, https://www.thinkwithgoogle.com/consumer-insights/2017-holiday-shopping-trends/ and https://www.thinkwithgoogle.com/advertising-channels/video/consumer-purchase-behavior/
Google e-shopping Insights 2017: UX ideas and trends
Marie Kuter

Marie Kuter, UX Consultant

Marie est consultante UX à Genève. Elle est spécialisée dans les problématiques du e-commerce de luxe, et accompagne les marques dans la conception et l'optimisation de leur parcours de conversion.

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