Originally published March 2021. Updated June 2026.
Many consumers who flocked to digital platforms during the pandemic have expressed their intent to stay in cyberspace. Bread, an online retail financing platform, was among the latest to validate that in a survey of more than 600 customers. What can brands do to improve their position in the marketplace and increase their ROI?
When the survey was conducted in September 2020, respondents reported spending more online than three months earlier in July. 47.2% added that they anticipated spending more online the following year than in 2020.
Bread reported that consumer shopping focus had also shifted to essentials and products they could use since they were spending more time at home. Groceries topped the list of what consumers were spending more on among 81.3% of respondents, followed by apparel (33.3%), electronics (25.6%), home décor (24.2%), pet supplies (22.3%), beauty care (21.9%), yard and garden (19%), arts and crafts (17.9%), and home office (15.7%).
Bread said its findings revealed respondents were more influenced by convenience than the brand name or quality. An earlier report discussed the importance of customer service, personalization and brand values, but the Bread report did not disclose the exact nature of the questions that resulted in its conclusion.
Another finding: 55.4% of respondents said they decided where to shop based on the merchant's checkout process. 73.8% expressed uncertainty about even considering a store with a difficult checkout procedure.
On the main reason consumers made repeat purchases from online merchants, Bread reported the top reason was convenient buying and delivery (30.3%). 25.1% cited quality of products and 24.9% cited price. "Other" made up the remaining 19.6%.
Customer communication and cultivation remain important. 69% of those surveyed said they had made a repeat purchase in the past 30 days; 65.5% revealed they expected to make another repeat buy in the next 30 days. 63.1% said the ease of payment influences their repeat purchases.
Because of its focus on financing online purchases, Bread asked how consumers would prefer paying for a $1,000 purchase. 51.9% expressed a preference for interest-free installments. The remaining 48.1% said they would rather pay cash and receive a 10% discount. However, 51.3% also said they would make larger purchases if they could pay over time, and 41.9% said they would make more repeat purchases.
What brands can take from this survey: smooth shopping and payment experiences foster repeat purchases. Those with higher-priced products and no financing option might consider one as another way to capture more customers. To gain clarity on consumer preference for convenience over brand and quality, brands may wish to poll their own customers to validate that. What is known is that placing a greater focus on online stewardship helps brands generate more revenue.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
