Some 68 percent of online shoppers say store locators are one of the most helpful features of retail websites - which makes sense, considering 37 percent of shoppers have browsed online and then bought in a physical store, 32 percent prefer to touch a product before buying, and 44 percent are wary using credit cards online, writes Internet Retailer, citing a new study from J.C. Williams Group, the E-Tailing Group and Start Sampling.

Customer reviews (92 percent) and keyword search (71 percent) were named the most helpful features of retail websites. Some 31 percent of shoppers said they had purchased a product online and returned it to a store.