Direct-to-consumer ecommerce · United Kingdom and Ireland
Personal Purchase-Confidence Officer
standard research
01
Job Market Map
7 alternatives| Alternative | Job performed | Function | Emotion | Social | Main weakness |
|---|---|---|---|---|---|
| Large marketplace | Fast, cheap, low-risk acquisition | High | Med | Low | No curation, counterfeit risk |
| Physical store | Verify before buying | High | High | Med | Costs a trip and limited range |
| Direct brand site | Buy the intended thing from the source | Med | Med | High | Higher price, slower delivery |
| Review videos and creators | Simulate the product in real conditions | Med | High | High | Undisclosed incentives |
| Asking a friend | Borrow trusted judgement | Med | High | High | Narrow and slow |
| Wait for a sale | Defer the risk and the spend | Low | High | Low | Item sells out; need goes unmet |
| Close the tab | Avoid the decision entirely | Low | High | Low | The underlying need persists |
02
Hire and Fire Reasons
Per alternativeLarge marketplace
Why customers choose it
Speed, price and a trusted returns process
Why customers abandon it
Quality lottery and no brand meaning
Physical store
Why customers choose it
Eliminates all fit uncertainty
Why customers abandon it
Inconvenient and often out of stock
Direct brand site
Why customers choose it
Authenticity and identity alignment
Why customers abandon it
Weak returns or thin sizing detail
Review videos and creators
Why customers choose it
Closest available substitute for touching it
Why customers abandon it
Recommendations feel bought
Asking a friend
Why customers choose it
No commercial motive
Why customers abandon it
Friend does not know the category
Wait for a sale
Why customers choose it
Removes the guilt of paying full price
Why customers abandon it
Deadline arrives
Close the tab
Why customers choose it
Costs nothing and ends the anxiety
Why customers abandon it
The trigger recurs