Easier online shopping: How Google improves the journey

Consumer behaviour today is predictably unpredictable. For shoppers, the paths from discovery to decision are wildly varied and non-linear. People are constantly connected: watching videos, scrolling through social media, browsing online, and actively shopping.
Extensive research from Google has visualised shoppers’ messy decision-making process, which looks like an infinite loop as people go back-and-forth between exploring options and evaluating their choices, then finally making a purchase.