Shopping on the Internet has become a way of life. But having (almost) everything at your fingertips is no longer enough for consumers. Consulting firm Wunderman Thompson surveyed nearly 31,000 people familiar with e-commerce to better understand their expectations… and help manufacturers meet them. Here are the main findings of this report.
E-commerce is far from being a passing trend. Currently, 58% of consumer spending takes place online (64% within a decade).
More and more people are taking the plunge, and 68% of respondents now feel more comfortable with technological tools.
The increase in Internet purchases is also correlated with the fact that more people are working from home. 66% of panellists say they spend more time online discovering new brands now that they work from home.
The importance of omnicanality
“60% of shoppers worldwide prefer to shop with a retailer or brand that has both digital and physical stores,” says Wunderman Thompson. Even though 71% of research before making a purchase is done online, many people like to visit a store to touch, try on or just browse.
The age of social selling
Social network commerce has a bright future. 67% of global buyers say they have already placed orders via platforms (up 2% on last year).
53% say they intend to shop more on social networks in the future. 39% say that offers and discounts specific to social networks would encourage them to shop more on these platforms.
The importance of price and the customer experience
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