1. Demanding
Consumers are increasingly demanding: they research across multiple sources, compare products across competing brands, expect transparency, and want a smooth and positive buying experience. They also actively enforce their rights regarding personal data protection and post-purchase guarantees.
According to the Zendesk Customer Experience Trends Report 2021, 65% of customers want to purchase from companies that offer a simple, fast transaction—especially online.
With this in mind, here’s a reminder of this article, where we highlight some of the most common issues in e-commerce websites that brands should avoid at all costs to prevent a poor user experience.
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2. Conscious
Consumers today research and compare information before, during, and after purchase. They look for recommendations from both friends and strangers across online and offline channels, read post-purchase reviews from other customers, and even analyze production processes and raw material origins.
They are more informed and conscious than ever, valuing company causes and principles—factors that strongly influence their choice between competitors with similar offerings.
Topics like inclusion and diversity in the workplace, social responsibility, support for local communities, fair trade sourcing and production, reducing carbon footprints, and addressing climate change all matter deeply to them when making a purchase decision.
The Zendesk report also highlights that consumers seek more than just reputation—they want companies to show empathy and a genuine stance on social and environmental concerns. Data shows:
• 49% of consumers want more empathy in customer support
• 54% prefer to buy from companies that prioritize diversity, equity, and inclusion in their workplaces and communities
• 63% want to buy from socially responsible brands
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3. Social
Consumers can be a brand’s best ambassadors or its harshest critics. A positive experience can generate increased sales through word of mouth, while a negative one can result in boycotts and sharp drops in revenue.
That’s because customers today don’t just buy and move on—they share their experiences on social media. Positive feedback can influence others to purchase, while negative reviews can quickly escalate, creating waves of dissatisfaction that discourage entire groups from buying.
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4. Pragmatic
Modern consumers are less tolerant of interruptions. Excessive pop-ups and intrusive ads damage brand perception, while consistent, valuable content and social media presence help foster trust and show commitment to building long-term relationships.
When actively searching for products, customers want to go straight to the point. Extra interactions that don’t add value only frustrate them and prolong the shopping process.
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5. In Control
Consumers like to know what’s happening behind every step of the buying process. If a brand asks for personal data, they want to know why. If a website uses cookies, they expect compliance with regulations.
At the same time, they’re increasingly concerned that excessive personalization may feel like surveillance. Today’s consumers are aware of these risks and prefer to stay in control, taking responsibility for their own choices rather than leaving it all in the hands of brands.
Companies must therefore build trust by ensuring data security, being transparent, and proving that information is used only for its intended and legally approved purposes.
Consumers are constantly changing, and businesses that fail to adapt will be left behind. More than 90% of customers say they won’t return after repeated negative experiences.
At Wola, we help companies understand their customers, anticipate expectations, and implement user-focused strategies through UX (User Experience) techniques. By putting people at the center, we help businesses create seamless and meaningful interactions. Want to learn more? Get in touch with us!