CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
SurveysSep 25, 2017
What Turns Consumers Off When Shopping Online
U.K. firm Klarna turned to college psychology professors to commission a study on what people love and hate about online shopping.
Stockholm--A Stockholm-headquartered company considered to be PayPal’s Swedish rival published a study this past summer on what consumers love and hate about online shopping.
“Emotional eCommerce” is a research report that combines a survey of 2,000 consumers of all ages in the U.K. conducted in June by Klarna U.K. with research from professors in the School of Psychology and Clinical Language Sciences at the University of Reading (England).
The report focuses mainly on what happens at the point of sale that makes a shopper abandon her or his digital cart, and what “nudges” retailers can provide to push the sale through.
According to what retailers interviewed for National Jeweler’s “50 Jewelers/50 States” series have said so far, a very small percentage of fine jewelry sales are made online. Consumers, they say, mostly use their site for browsing and come into the store when they are ready to buy.
But, for those transactions that do take place on the internet, the Klarna report provides some key points about the dislikes of online shoppers.
Let’s examine a few of them below.
1) A difficult check-out process
According to the report, transaction inconveniences--like having to enter a lot of personal data, register as buyer, or technical glitches--are often the No. 1 factor that makes shoppers abandon online purchases.
The study states: “Complex processes, such as registering for a site, are more likely to lead to abandonment for consumers, particularly if they are under ‘cognitive-load,’ e.g., later in the day, when they are tired, drinking or commuting.”
Where possible, retailers should simplify the checkout process. They should not ask for more information than they absolutely need. In instances where simplification is not possible, Klarna suggested adding an incentive for registering, such as free shipping or a discount.
The study also emphasized the importance of having one-click payments in place, meaning building a website that stores customers’ information so they don’t have to reenter their name, address, credit card number, etc. every time they shop.
2) Not knowing how much they are spending
Cost, not surprisingly, is a big factor in the decision-making process for millennials, many of whom are more cash-strapped than members of older generations.
The findings of the study “debunk the myth that items added to a basket show a clear intention to purchase.” Unlike in-store shopping, online shoppers, particularly millennials, are very likely to put items in their virtual cart just to review costs.
In addition, more than three-quarters of millennials often use their basket as a “wish list,” compared with only 29 percent of those over 55 who do the same. And 74 percent of millennials admit to “buzz browsing,” adding items to a basket for the thrill of it, with no intention of buying them.
(Because of this, the study states, retailers should never expect their online conversation rate to reach 100 percent.)
Retailers can cut down on the number of shoppers who abandon their carts at checkout time by providing cost updates, i.e., making it so that the basket has the running total on it and stays visible throughout the shopping experience.
The study also emphasizes the importance of offering deferred payments, e.g., financing, to online shoppers, particularly those making high-dollar purchases.
3) An ugly website
Visual attractiveness and consistent presentation can help boost purchasing while the opposite can bring it down.
Specifically, the study recommends websites have high symmetry, low complexity, use a blue hue and be of medium brightness and medium to high saturation. The checkout page should be visually similar to the rest of the website because, if it’s not, it might cause the shopper to think twice about their purchase.
Websites also need to have a social presence, meaning it has to make shoppers feel like they are part of a community. The study recommends having online ratings, reviews and recommendations, particularly at checkout.
A PDF of the full report is available from Klarna.com.
(Because of this, the study states, retailers should never expect their online conversation rate to reach 100 percent.)
Retailers can cut down on the number of shoppers who abandon their carts at checkout time by providing cost updates, i.e., making it so that the basket has the running total on it and stays visible throughout the shopping experience.
The study also emphasizes the importance of offering deferred payments, e.g., financing, to online shoppers, particularly those making high-dollar purchases.
3) An ugly website
Visual attractiveness and consistent presentation can help boost purchasing while the opposite can bring it down.
Specifically, the study recommends websites have high symmetry, low complexity, use a blue hue and be of medium brightness and medium to high saturation. The checkout page should be visually similar to the rest of the website because, if it’s not, it might cause the shopper to think twice about their purchase.
Websites also need to have a social presence, meaning it has to make shoppers feel like they are part of a community. The study recommends having online ratings, reviews and recommendations, particularly at checkout.
A PDF of the full report is available from Klarna.com.
More on Surveys
The Latest
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
Events & AwardsSep 26, 2025
Winners of Austin Jewelry Design Contest Announced Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.
TrendsSep 26, 2025
Piece of the Week: Kwit Jewelry’s Square Signet Pinky RingThe red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-InA trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.
SourcingSep 25, 2025
2 African Countries Aim to Take Stake in De Beers Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.
Lab-GrownSep 25, 2025
Kira Jewels Expands Lab-Grown Diamond ProductionThe manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.
IndependentsSep 25, 2025
Alex Moss’ New Flagship Brings Bold Jewels to SoHoThe jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.
WatchesSep 25, 2025
Wilson & Son Jewelers Donates to the Horological Society of New YorkThe Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.
Policies & IssuesSep 24, 2025
Tariffs Throw Diamond Trade Into DisarrayThe 50 percent tariffs on diamonds shipped from India to the U.S. have pushed midstream manufacturers to the edge.
SourcingSep 24, 2025
De Beers Adopts New Strategies to Drive Natural Diamond Demand in IndiaDe Beers’ refreshed, multipronged approach, which includes generic promotions and retail partnerships, is delivering positive dividends.
Policies & IssuesSep 24, 2025
For Jewelry Manufacturers, Higher Tariffs Create Long-Term WorriesThey are trying to balance the need to sustain well-established relationships with the pressure higher tariffs have put on margins.
