40 per cent of shoppers say they need to see a physical object before making a purchase.
YouGov and VoucherCodes.co.uk asked 2,015 Britons about their online shopping habits.
The report found that two out of five consumers needed to see a product in person before buying it, which was the biggest barrier to internet shopping.
33 per cent of those asked said a lack of information about items dissuaded them from shopping online.
A quarter of shoppers cited the inconvenience of delivery and the returns process as a barrier, with a third put off by having to return purchases in the post.
73 per cent – around three quarters – said reviews and ratings from other customers were important. In comparison, only 39 per cent valued the opinions of journalists or industry experts.
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