38 per cent of consumers in Britain now purchase indiscriminately online, saying they “don’t care” where they buy from “as long as it works”. The stat comes from a new study carried out by  from FullStory, a Digital Experience Intelligence platform.

The research examined the state of digital experiences across multiple industries around the world, incorporating data from more than 7,000 consumers across the UK, US, Germany, The Netherlands, Australia, Singapore, and Indonesia.

The demand is not exclusive to the UK, with 40 per cent of those in the US, 46 per cent in Australia and 48 per cent of those in Germany saying that they don’t care where they buy from, “as long as it works”. According to FullStory’s analysis, this represents a major shift in global consumer browsing patterns, with customer loyalty taking a back seat in exchange for simple, effective experiences that deliver.

This shift was also reflected when consumers were asked about their experience expectations, with FullStory’s data showing that the number one priority for Brits in 2023 was the ability to ‘quickly accomplish’ what they set out to do.

The study revealed that consumers are looking for simple, reliable digital experiences across all of their digital transactions, not just in retail. Unfortunately, according to the results of the study, many sectors are still failing to hit these fundamentals. Only 40 per cent of global consumers describe the experience they receive on grocery sites and apps as “simple”. For finance, the figure is also 40 per cent; for utilities, 38 per cent; and for travel, 36 per cent.

The most common frustrations highlighted by these global consumers include slow loading times (72 per cent) and loading errors (63 per cent). Despite these issues, FullStory’s research also reveals that more than half of all consumers will not report issues when they occur.

“It’s clear that, above all else, today’s consumers are looking for simple, functional online experiences that allow them to easily complete the task at hand,” said  

Andrew Fairbank, FullStory’s Vice President of EMEA Sales. “With economic turmoil and recession ahead, global consumers are tightening their belts, meaning brands simply cannot afford to overlook the fundamentals that consumers are looking for: quality experiences, clear value, and the path of least resistance to purchase. With consumers quickly abandoning brands that don’t deliver seamless digital experiences – often without telling them why – data-led insights play a vital role in ensuring that brands can meet consumer expectations and retain their customers.”