Buyer's Psychology - The Shopper In The Digital Marketplace

The Shopper In The Digital Marketplace

Buying and selling used to be activities that required face to face meetings or at least some kind of physical contact before they could happen. No other way seemed to work like it, and business transactions were restricted when such contact could not be established.

Now, things are such that it probably feels like that physical contact requirement is medieval. Markets are now accessible to you anywhere you are, and you can buy and sell on the go, all thanks to online stores and digital marketplaces.

The emergence of online stores and the increased use of e-commerce channels for shopping has led to new ways of interactions and transactions. These have in effect affected consumer behavior, reactions, and tendencies. The psychology of shoppers in the digital marketplace is now influenced by factors such as their personality, level of trust, and the aesthetics of the online shops.

  • Personality

When shopping online, consumers have the freedom to take on whatever personality they choose: egotistical, critical, rude, inquirer, etc. Funnily though, the assumed personalities may not have any direct correlation with the typical character or behavior of those consumers. But since the internet offers the privilege to be whoever you want to be and the chance to exploit that freedom, the proclivities of shoppers know no bounds.

All these personality changes consequently affect and dictate how the consumers go about their shopping, what products they want to examine, how much research they engage in before they settle on a product, and how well those products align with their virtual selves.

In turn, the marketers take their time to embellish the visual and auditory characteristics of their products and services, just so they are able to connect with the virtual identities of shoppers and their real selves.

  • Aesthetics

The look and feel of the website of the online store play a crucial role in the appeal to the psychology of the shopper. Features such as the design and layout of the website, the quality of the product presentation, color palettes, and font size all contribute to the desire of the shopper to stay longer, browse the website more, and examine more products in detail. Take Groupon, for example. Their website has a lot of content and thousands of Groupon deals that you can browse through, but it’s all organized very meticulously, with a lot of attention to detail and design. This is the type of website that shoppers generally tend to return to since it makes it easy for them to find what they need.

  • Trust

Online marketers are well aware of the role that trust plays in the mind of the consumer when they are going through different online retails stores in search of the products they want to buy. Fear of fraud and doubts have become dispersed due to the alarming rates at which they happen on a day to day basis, and no one wants to be a victim.

Giving away personal information and payment details to online channels for transactions require a certain level of trust that businesses online have to earn. As a result, they take steps and adopt strategies that help convince shoppers that they have no reason to fear or be doubtful about the integrity of the online sellers.


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