According to this recent research these are the incentives that encourage online purchasing.

• 77% of respondents said free shipping would encourage them to purchase more goods online

• 56%, free returns

• 43%, in-store return option

• 41%, ability to use store coupons online

• 40%, in-store pickup option

• 27%, better selection

• 21%, easier site navigation

• 17%, more payment options.

 

Source: cosmetics magazine; Compete/MarketingCharts.com