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More, Please

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What do online shoppers want? In a word: more.

Results of a report released by comScore and UPS finds consumers want more choices when it comes to online shipping and more control over when their purchases will be delivered. They’re also looking for greater convenience when it comes to the returns process.

The report, “UPS Pulse of the Online Shopper,” analyzes e-commerce preferences and takes the pulse of some 3,000 consumers on the factors that lead them to shop more often, abandon their carts and recommend retailers to friends.

More than four in 10 (44 percent) said they would be more likely to shop with a retailer if they could buy online and pick up the item in the store; 62 percent want the ability to buy online and return items to a store.

Mobile and social channels continue to change the way consumers shop: 46 percent said they are less likely to comparison shop when using a retailer’s mobile app, and 47 percent said they want a retailer to send a coupon to their smartphone when they are in store or nearby.

Shoppers expect more shipping options from online retailers, but 76 percent say free shipping options are most important. To qualify for free shipping, three out of four shoppers have added items to their carts. After free shipping, the ability to review estimated shipping costs and delivery times before checkout are most important.

According to the report, more consumers are returning online purchases. Last year’s report showed 63 percent of consumers reviewed a retailer’s return policy before making a purchase; this year it climbed to 66 percent.