WebProNews

More than 60 percent of online shoppers favor sites that feature Web 2.0 tools according to a Guidance/Synovate eNation study.

Thirty-five percent of respondents said they are most likely to return to a site if it makes recommendations on products or services for sale. Another 26 percent want "a unique experience each time" they shop.

Eighteen percent said they are more likely to return to a site if it asks for their feedback on its products and services. Sixteen percent said "a welcome when they arrive" at a site is factor that will likely make them return and 6 percent said they would return to a site that made them feel like a part of a community with other site visitors.

"Online consumers and merchants are in dialogue as never before, and consumers are counting on each other for insights in making purchase decisions," said Jason Meugniot, Guidance president and CEO.

"Recommendations have become the new currency of online commerce, along with their corollary, the opportunity to give feedback to the e-Commerce site."