Confessions
of a Confused Consumer

Uncomplicating the commerce experience,
one dilemma at a time

When it comes to modern shopping, consumers now have a choice of everything.

They choose what they want to buy, where they want to buy it, how they want to pay for it and how they want to receive it. Each purchase becomes an endless string of decisions: Should I make the purchase online or in store? Should I trust that influencer’s recommendation? Should I share my personal information for a promotion? Should I have it shipped or pick it up? The choices go on and on.

And here’s the challenge: Every moment of choice can create an obstacle that can sap the momentum out of an active purchase journey. The bevy of options has the potential to create friction that can turn what seems like an easy purchase into a complicated, nerve-wracking decision tree.

That choice of everything? It can quickly devolve into a choice of nothing.

All of this comes at a time when shopping behavior is going through a huge digital transformation. U.S. ecommerce sales are expected to cross $1 trillion for this first time ever this year, per Insider Intelligence, and thanks to emerging technologies and elevated approaches, shopping has blossomed into a hybrid experience that moves seamlessly online and offline.

The good news: Consumer expectations for convenience and comfort have evolved and there are many opportunities for marketers and retailers to go above and beyond in their responses. Great customer experiences await.

Let’s jump into the mind of the modern consumer for an inside look at some of their commerce concerns and questions. Here are some examples of the kind of advice consumers might seek, along with what solutions brands can provide, every stage of the way.

When it comes to modern shopping, consumers now have a choice of everything.

They choose what they want to buy, where they want to buy it, how they want to pay for it and how they want to receive it. Each purchase becomes an endless string of decisions: Should I make the purchase online or in store? Should I trust that influencer’s recommendation? Should I share my personal information for a promotion? Should I have it shipped or pick it up? The choices go on and on.

And here’s the challenge: Every moment of choice can create an obstacle that can sap the momentum out of an active purchase journey. The bevy of options has the potential to create friction that can turn what seems like an easy purchase into a complicated, nerve-wracking decision tree.

That choice of everything? It can quickly devolve into a choice of nothing.

All of this comes at a time when shopping behavior is going through a huge digital transformation. U.S. ecommerce sales are expected to cross $1 trillion for this first time ever this year, per Insider Intelligence, and thanks to emerging technologies and elevated approaches, shopping has blossomed into a hybrid experience that moves seamlessly online and offline.

The good news: Consumer expectations for convenience and comfort have evolved and there are many opportunities for marketers and retailers to go above and beyond in their responses. Great customer experiences await.

Let’s jump into the mind of the modern consumer for an inside look at some of their commerce concerns and questions. Here are some examples of the kind of advice consumers might seek, along with what solutions brands can provide, every stage of the way.

“Every moment of choice can create an obstacle that can sap the momentum out of an active purchase journey.”

Add-to-Cart Apprehension

At the start of the summer, I spotted a super-cute straw hat on Instagram, went over to the site and have had that tab open on my screen for weeks now. I love how it looks on the model but can’t figure out if it’s my style. Every time I think about clicking add-to-cart, I come up with an excuse—it’s too expensive, I’m not a hat person, I don’t know the seller. Then, when I finally went to a physical store to try it on, my size was out of stock. When did shopping get so complicated?

–Scared and Sunburned

Dear Scared and Sunburned,

Sounds like you’ve got a case of add-to-cart-anxiety—something shoppers can experience on the path to purchase. The good news is there are loads of ways brands can look out for customers on their shopping journey to help them conquer their apprehension and ensure they don’t end up missing their moment for, in your case, a straw-hat-summer.

Your experience of wanting the hat started online. That’s pretty common. A lot of product discovery now takes place online. But the full purchase journey may go through other channels, and people want the same convenience online that they get in a store, and vice versa. In fact, 41% of respondents in a survey by PayPal pointed to the disconnect between online and in-store shopping as one of the main moments of frustration in the commerce experience.

What could the seller have done to make a complicated decision more convenient? Here are a few thoughts:

Options to try it on: There are things we just have to see and feel before we buy. Technology such as augmented reality can make that possible. Would a virtual try-on option, where you could see what the hat looks like using your phone, have given you greater confidence in your purchase?

Styling tips: What makes someone a hat person? Useful content and images that show how the hat could be styled for a person like you might have sealed the deal. Education is powerful, and someone who feels informed may be more likely to buy.

Reviews: The opinions of others can make you feel like you’re making the right choice. A well-stocked reviews section could answer some of your lingering questions.

A clear and simple return policy: It sounds like the hat’s fit was a big concern. Could a clearly outlined shipping and return policy have helped? Nobody wants to be stuck with something they don’t like. The option of quick returns and refunds could ease your mind.

At the start of the summer, I spotted a super-cute straw hat on Instagram, went over to the site and have had that tab open on my screen for weeks now. I love how it looks on the model but can’t figure out if it’s my style. Every time I think about clicking add-to-cart, I come up with an excuse—it’s too expensive, I’m not a hat person, I don’t know the seller. Then, when I finally went to a physical store to try it on, my size was out of stock. When did shopping get so complicated?

–Scared and Sunburned

Dear Scared and Sunburned,

Sounds like you’ve got a case of add-to-cart-anxiety—something shoppers can experience on the path to purchase. The good news is there are loads of ways brands can look out for customers on their shopping journey to help them conquer their apprehension and ensure they don’t end up missing their moment for, in your case, a straw-hat-summer.

Your experience of wanting the hat started online. That’s pretty common. A lot of product discovery now takes place online. But the full purchase journey may go through other channels, and people want the same convenience online that they get in a store, and vice versa. In fact, 41% of respondents in a survey by PayPal pointed to the disconnect between online and in-store shopping as one of the main moments of frustration in the commerce experience.

What could the seller have done to make a complicated decision more convenient? Here are a few thoughts:

Options to try it on: There are things we just have to see and feel before we buy. Technology such as augmented reality can make that possible. Would a virtual try-on option, where you could see what the hat looks like using your phone, have given you greater confidence in your purchase?

Styling tips: What makes someone a hat person? Useful content and images that show how the hat could be styled for a person like you might have sealed the deal. Education is powerful, and someone who feels informed may be more likely to buy.

Reviews: The opinions of others can make you feel like you’re making the right choice. A well-stocked reviews section could answer some of your lingering questions.

A clear and simple return policy: It sounds like the hat’s fit was a big concern. Could a clearly outlined shipping and return policy have helped? Nobody wants to be stuck with something they don’t like. The option of quick returns and refunds could ease your mind.

Pursuing a Price

I’d walk to the ends of the earth for a good deal. But the reality is, as a time-crunched working parent, I depend on the convenience of online shopping for everything from soap to sweaters. I’m concerned that I’m trading a good price for greater convenience. How can I be sure I’m managing my family budget effectively?

–Proud Penny-Pincher

Dear Proud Penny-Pincher,

Totally understandable—who doesn’t want to get more for their money? The ideal world is one that that offers both savings and convenience.

Inside every stage of your shopping journey are pivotal moments. One is deciding how you want to pay before you check out; another is deciding if the purchase is still worth it upon seeing the final price. And that final price needs to be transparent—including things like shipping and delivery fees.

For the people or business you're buying from, this all comes down to something called “payment experience.” As a consumer, you want to find the easiest, most effective way to make a purchase, and you might want to pay for different products different ways. The smoothest experience is one that offers you the greatest flexibility in finding a way to pay.

Here’s what that could mean for you:

Automation and personalization: When you’re doing your weekly grocery shopping, convenience and consistency may be key. Yes, you’ll be making up your shopping list and adding items to your cart online. And perhaps you’re using the same debit card that rewards your grocery purchases and is linked to the store’s loyalty program. But maybe you also don’t want to pay for delivery, so buy online/pick up in store could be a more cost-effective option.

Payment flexibility: Then there could be larger ticket items that can impact your budget. A 2021 survey of global consumers by PayPal found that 67% of people decide how they’ll pay before they check out. That’s where buy now/pay later becomes an option. This feature lets you make equal payment over time instead of paying all at once. It’s another way to help you complete your purchase with more choice and flexibility.

Purchase incentives: It can be maddening to track all the coupons and savings online. But browser extensions like PayPal Honey simplify things. Instead of you having to find a code, the extension does it for you and applies the best one to your cart when you check out. Along the same lines of stretching every dollar, if there’s an item you want but are not ready to buy, you can set the extension to inform you about future price drops. After all, what’s a better experience than knowing you’ve nabbed the best price.

I’d walk to the ends of the earth for a good deal. But the reality is, as a time-crunched working parent, I depend on the convenience of online shopping for everything from soap to sweaters. I’m concerned that I’m trading a good price for greater convenience. How can I be sure I’m managing my family budget effectively?

–Proud Penny-Pincher

Dear Proud Penny-Pincher,

Totally understandable—who doesn’t want to get more for their money? The ideal world is one that that offers both savings and convenience.

Inside every stage of your shopping journey are pivotal moments. One is deciding how you want to pay before you check out; another is deciding if the purchase is still worth it upon seeing the final price. And that final price needs to be transparent—including things like shipping and delivery fees.

For the people or business you're buying from, this all comes down to something called “payment experience.” As a consumer, you want to find the easiest, most effective way to make a purchase, and you might want to pay for different products different ways. The smoothest experience is one that offers you the greatest flexibility in finding a way to pay.

Here’s what that could mean for you:

Automation and personalization: When you’re doing your weekly grocery shopping, convenience and consistency may be key. Yes, you’ll be making up your shopping list and adding items to your cart online. And perhaps you’re using the same debit card that rewards your grocery purchases and is linked to the store’s loyalty program. But maybe you also don’t want to pay for delivery, so buy online/pick up in store could be a more cost-effective option.

Payment flexibility: Then there could be larger ticket items that can impact your budget. A 2021 survey of global consumers by PayPal found that 67% of people decide how they’ll pay before they check out. That’s where buy now/pay later becomes an option. This feature lets you make equal payment over time instead of paying all at once. It’s another way to help you complete your purchase with more choice and flexibility.

Purchase incentives: It can be maddening to track all the coupons and savings online. But browser extensions like PayPal Honey simplify things. Instead of you having to find a code, the extension does it for you and applies the best one to your cart when you check out. Along the same lines of stretching every dollar, if there’s an item you want but are not ready to buy, you can set the extension to inform you about future price drops. After all, what’s a better experience than knowing you’ve nabbed the best price.

“The smoothest experience is one that offers customers the greatest flexibility in finding a way to pay.”

To Share or Not to Share

There are so many new places to shop. And they all want my personal and credit card information. Why do I have to share all this when I’m just buying a bag of chips and a pack of tissues? There has to be something better than weighty wallets or a growing dependency on autofill. What should I do?

–Trust Issues 

Dear Trust Issues,

Right you are—in an increasingly cashless and contactless society, consumers like you clearly want better, safer and ultimately more convenient methods of payment, both online and in-person. And while online consumers like you are excited to test out the plethora of new brands popping up around the internet, they’re also concerned about the reliability of providing personal details to a website they’ve never shopped with before.

This can be a cause of cart abandonment, which often occurs not because a person doesn’t want to make a purchase, but because the process for making that purchase is more complicated than they expect. People get second thoughts when they don’t fully trust a merchant, especially when it’s one they haven’t heard of before, and it’s asking for information they don’t want to share.

In fact, an IDC InfoBrief sponsored by PayPal found that while 82% of merchants are confident that they’ve ensured their ecommerce site is safe and secure, only 40% of consumers trust ecommerce sites where they shop to keep their payment data safe.

In other words, trust is an essential element of the overall commerce experience. It has to be a priority across your site. Here are some ways to make that happen.

Create a payment badge of trust: This comes by leveraging the reputation of trusted digital payment providers. When a customer gets to checkout, they need to have the option of logging in using an existing account that they trust, like PayPal. This can quickly transform them from window shoppers into real buyers.

Provide a clear value exchange: If you’re asking customers for their personal information, be sure you’re providing something of equal value in return. In addition to deals, consider offering things like early access to new products or advance notification of sales.

Be transparent: Don’t just ask for information; explain how you’re going to use it. If a shopper gives you their category preferences, explain how that will create a more personal shopping experience. Always live up to your promise.

There are so many new places to shop. And they all want my personal and credit card information. Why do I have to share all this when I’m just buying a bag of chips and a pack of tissues? There has to be something better than weighty wallets or a growing dependency on autofill. What should I do?

–Trust Issues 

Dear Trust Issues,

Right you are—in an increasingly cashless and contactless society, consumers like you clearly want better, safer and ultimately more convenient methods of payment, both online and in-person. And while online consumers like you are excited to test out the plethora of new brands popping up around the internet, they’re also concerned about the reliability of providing personal details to a website they’ve never shopped with before.

This can be a cause of cart abandonment, which often occurs not because a person doesn’t want to make a purchase, but because the process for making that purchase is more complicated than they expect. People get second thoughts when they don’t fully trust a merchant, especially when it’s one they haven’t heard of before, and it’s asking for information they don’t want to share.

In fact, an IDC InfoBrief sponsored by PayPal found that while 82% of merchants are confident that they’ve ensured their ecommerce site is safe and secure, only 40% of consumers trust ecommerce sites where they shop to keep their payment data safe.

In other words, trust is an essential element of the overall commerce experience. It has to be a priority across your site. Here are some ways to make that happen.

Create a payment badge of trust: This comes by leveraging the reputation of trusted digital payment providers. When a customer gets to checkout, they need to have the option of logging in using an existing account that they trust, like PayPal. This can quickly transform them from window shoppers into real buyers.

Provide a clear value exchange: If you’re asking customers for their personal information, be sure you’re providing something of equal value in return. In addition to deals, consider offering things like early access to new products or advance notification of sales.

Be transparent: Don’t just ask for information; explain how you’re going to use it. If a shopper gives you their category preferences, explain how that will create a more personal shopping experience. Always live up to your promise.

Post-Purchase Post-Mortem

I just bought some merch from my new favorite band because, well, I love being part of their fan community. So, you can imagine how disappointed I was when the exclusive vinyl pressing took nine weeks to show up. The t-shirt arrived on time, but didn’t fit, so it cost me to ship it back. At least the pack of stickers was cool. Should I take this personally?

–Frustrated Fan

Dear Frustrated Fan,

It’s tough when your loyalty doesn’t feel like it’s been rewarded. Everyone wants their love to be reciprocated. But rest assured: You really do matter.

The challenge is quite telling. The commerce experience doesn’t end when you click “buy.” This is an issue when marketers focus on acquiring new customers and see the sale as an endpoint. But they should know the sale is just the beginning of a long-term relationship. And what you experience after the purchase is what may be the deciding factor in your long-term fandom.

Post-purchase experience covers a great deal. It’s about making sure things are delivered on time and that, if needed, shoppers have an easy way to return or exchange items. Shoppers also want to know that you’ll be responsive if there’s ever a problem. And they want to feel like they’re part of a community. That’s something you know all about as such a big fan.

Some guidelines for post-purchase success:

Communicate: Provide an easy way for your ecommerce customers to track their orders. People love to know where something is and when it will arrive—so let them know. And if there are problems—say, production delays at the pressing plant to deliver that special vinyl release—inform them of the issue and offer ways to make good. Make sure you provide an easy way to contact you on every channel—your site, your store, your social accounts, texts, etc.

Make returns easy: Sometimes a purchase doesn’t meet your expectations. Hidden fees for returns or exchanges are a huge downer. And ecommerce returns don’t only have to happen online. Services like Happy Returns, now part of PayPal, allow shoppers to return items bought online with a box-free, in-person drop-off via a network of more than 2,600 locations, in over 1,200 unique metros throughout the continental U.S.

Build your community: Find ways to encourage loyalty and fandom. Understand your loyal customers and continually look for ways to serve them. Run a beer and wine shop? Create communities about tastings or food pairings. Have a band merch shop? Start a chat forum for fans to gush about their favorite songs. Your brand doesn’t have to lead the conversation—just empower the community to drive it forward.

I just bought some merch from my new favorite band because, well, I love being part of their fan community. So, you can imagine how disappointed I was when the exclusive vinyl pressing took nine weeks to show up. The t-shirt arrived on time, but didn’t fit, so it cost me to ship it back. At least the pack of stickers was cool. Should I take this personally?

–Frustrated Fan

Dear Frustrated Fan,

It’s tough when your loyalty doesn’t feel like it’s been rewarded. Everyone wants their love to be reciprocated. But rest assured: You really do matter.

The challenge is quite telling. The commerce experience doesn’t end when you click “buy.” This is an issue when marketers focus on acquiring new customers and see the sale as an endpoint. But they should know the sale is just the beginning of a long-term relationship. And what you experience after the purchase is what may be the deciding factor in your long-term fandom.

Post-purchase experience covers a great deal. It’s about making sure things are delivered on time and that, if needed, shoppers have an easy way to return or exchange items. Shoppers also want to know that you’ll be responsive if there’s ever a problem. And they want to feel like they’re part of a community. That’s something you know all about as such a big fan.

Some guidelines for post-purchase success:

Communicate: Provide an easy way for your ecommerce customers to track their orders. People love to know where something is and when it will arrive—so let them know. And if there are problems—say, production delays at the pressing plant to deliver that special vinyl release—inform them of the issue and offer ways to make good. Make sure you provide an easy way to contact you on every channel—your site, your store, your social accounts, texts, etc.

Make returns easy: Sometimes a purchase doesn’t meet your expectations. Hidden fees for returns or exchanges are a huge downer. And ecommerce returns don’t only have to happen online. Services like Happy Returns, now part of PayPal, allow shoppers to return items bought online via a box-free, in-person drop-off via a network of more than 2,600 locations, in over 1,200 unique metros throughout the continental U.S.

Build your community: Find ways to encourage loyalty and fandom. Understand your loyal customers and continually look for ways to serve them. Run a beer and wine shop? Create communities about tastings or food pairings. Have a band merch shop? Start a chat forum for fans to gush about their favorite songs. Your brand doesn’t have to lead the conversation—just empower the community to drive it forward.

About PayPal

PayPal has remained at the forefront of the digital payment revolution for more than 20 years. By leveraging technology to make financial services and commerce more convenient, affordable and secure, the PayPal platform is empowering more than 400 million consumers and merchants in more than 200 markets to join and thrive in the global economy. For more information, visit paypal.com.

Illustrations by Marine Buffard

The content of this article is provided for informational purposes only. You should always obtain independent business, tax, financial and legal advice before making any business decision.

About PayPal

PayPal has remained at the forefront of the digital payment revolution for more than 20 years. By leveraging technology to make financial services and commerce more convenient, affordable and secure, the PayPal platform is empowering more than 400 million consumers and merchants in more than 200 markets to join and thrive in the global economy. For more information, visit paypal.com.

Illustrations by Marine Buffard


The content of this article is provided for informational purposes only. You should always obtain independent business, tax, financial and legal advice before making any business decision.