I am reading the Adobe Scene 7 Viewer Study. A very interesting piece of information about what people need when making a decision to purchase something online in a few given situations. The study is quite limited to apparel, at least from what I have been able to consume this far. However, there are some data interesting enough to put into some light.
75% wants to be able to alter looks, and customize their products before making a purchase. Or, they at least want the ability to do so. Also, 50% find it highly useful to have a live chat possibility with a customer support. Not surprising, 88% find customer ratings and reviews as important or helpful when making a buy online.