The Connected Retailer

We asked 20,000 shoppers in 10 countries about connected technologies and how they feel about assisted and automated purchasing. Here’s what we found.

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Automated purchasing.
Using technology to buy on your behalf.


shoppers globally are familiar with the term “Internet of Things”,
the inter-networking of connected devices that send and receive data.

44% of shoppers globally are already using connected home technologies and want their device to purchase on their behalf







What do shoppers want from their connected devices when it comes to automated purchasing?

Assisted purchasing.
Using technology to remove friction.


like the idea of virtual assistants such as chatbots to help with the shopping experience. A chatbot is a computer program which enables conversation.

What do shoppers want from a virtual assistant?


help with queries or get support


buy something on their behalf and take care of the shopping process


view purchase history to get a better service


of shoppers would prefer to speak to a chatbot than
download an app, go online or call support

Overall, we found that shoppers still want to maintain an element of control.
How do shoppers want retailers to help overcome their insecurities?


set buying rules in place


create order notifications with payment details


offer the ability to cancel orders once placed

Get more insights

The widespread adoption of connected devices shows that shoppers are comfortable with the benefits these devices bring but they also want to maintain a high level of control. The opportunity for retailers could be massive. To find out more, download “The Connected Consumer” report. Just enter your details below.

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The connected consumer research was conducted by Opinium and examines the viewpoints of over 20,000 consumers across 10 markets on opinions and adoption of IoT (Internet of things) technologies, as well as the barriers and benefits to adoption.

Online interviews were completed by adults located in Australia, Brazil, China, Spain, Singapore, USA, Germany, Sweden, Netherlands, and the UK.


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