There are more options online for consumers to choose from than ever before. But rather than this manifesting as any kind of “paralysis of choice” or panicked rush to purchase, consumer journeys are actually becoming longer and more researched. More people are starting with careful consideration, comparison, and in-depth research of prices and brands. They make more site visits and spend more time weighing their options before transacting, creating a “messy middle” between consideration and purchase that has significant implications for merchants.
