Online Shopping Behavior & Purchase Drivers Survey

Welcome! This survey asks about your online shopping habits, preferences, and what matters most to you when purchasing online. It takes approximately 13 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are anonymous, kept strictly confidential, and will be reported only in aggregate. By continuing, you agree to participate.

In the past 3 months, approximately how often have you purchased something online?

• Never
• Once
• 2–3 times
• 4–6 times
• 7–10 times
• More than 10 times

Which of the following product categories are you likely to purchase online in the next 3 months? Select all that apply.

• Clothing & accessories
• Electronics & gadgets
• Home & kitchen
• Health & beauty
• Groceries & household essentials
• Sports & outdoors
• Toys & games
• Books & media
• Pet supplies
• Subscriptions (e.g., streaming, auto-refill)
• Other (please specify)
• None of the above

When deciding where to shop online, how important is free shipping to you?

How much do you agree or disagree with the following statement? "Getting the lowest possible price is more important to me than a fast or convenient shopping experience."

What is the longest delivery time you consider acceptable for standard shipping?

• Same day or next day
• 2–3 days
• 4–5 days
• About a week
• More than a week

Please rank the following factors by how important they are when you choose an online store. Drag to reorder (1 = most important).

1. Lowest total cost (price + shipping)
2. Fast delivery
3. Wide product selection
4. Customer reviews and ratings
5. Store or brand reputation

Overall, how satisfied are you with your online shopping experiences in the past 3 months?

Based on your responses in this survey, we'd love to hear more about your online shopping preferences and what most influences your purchase decisions.

Finally, a few questions about you. These help us understand different consumer segments and are kept strictly confidential.

Thank you for completing this survey! Your responses have been recorded and will help us better understand online shopping behavior. We appreciate your time.

Which device do you primarily use to shop online?

• Smartphone
• Tablet
• Laptop
• Desktop computer
• Other (please specify)
• Prefer not to say

When deciding where to shop online, how important is fast delivery to you?

How much do you agree or disagree? "I usually compare prices across multiple websites or apps before making a purchase."

Which return option do you prefer most?

• Free home pickup
• Drop off at a nearby location
• In-store return
• Prepaid mail-in label
• Any option, as long as it's easy
• Other (please specify)

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

In the past 3 months, which of the following ways have you shopped online? Select all that apply.

• Retailer mobile app
• Retailer website on mobile browser
• Retailer website on desktop/laptop
• Marketplaces (e.g., Amazon, eBay)
• Social commerce (e.g., Instagram, TikTok Shop)
• Buy online, pick up in store (BOPIS)
• Voice assistant (e.g., Alexa, Google Assistant)
• Other (please specify)

When deciding where to shop online, how important is a wide product selection to you?

How much do you agree or disagree? "I trust online reviews from other shoppers when evaluating a product."

How do you describe your gender?

• Man
• Woman
• Non-binary
• Prefer to self-describe
• Prefer not to say

When deciding where to shop online, how important are customer reviews and ratings to you?

How much do you agree or disagree? "I prefer buying from brands or stores I already know rather than trying new ones."

In which region do you currently live?

• Africa
• Asia
• Europe
• Latin America/Caribbean
• Middle East
• North America
• Oceania
• Prefer not to say

When deciding where to shop online, how important is an easy return policy to you?

How much do you agree or disagree? "I am willing to pay more for products that are sustainably or ethically produced."

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college/associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

When deciding where to shop online, how important are secure payment options to you?

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Homemaker/caregiver
• Unemployed, seeking work
• Not working by choice
• Retired
• Prefer not to say

When deciding where to shop online, how important is store or brand reputation to you?

Which best describes your household's current financial situation?

• Struggling to make ends meet
• Tight but managing
• Comfortable
• Affluent
• Prefer not to say