We are only beginning to understand the long term impacts of COVID on our day-to-day lives and behavior. One thing is certain, people are doing more online. Savvy businesses are adjusting their marketing accordingly.
We have all had to embrace doing more online. Running to the store was mostly taken off the table. Curbside pickup and online ordering became necessities.
COVID-19 has forced consumers to become more comfortable with shopping online, sometimes in categories they might never have expected. For some, this forced trial was a catalyst for adoption.
According to data from Dotcom Distribution’s 2020 e-commerce consumer survey, nearly 31% of consumers expect to routinely make more online purchases than they did before the pandemic.
New Frontiers for Online Shopping
According to Bloomreach’s State of Commerce Experience study, 50% of customers are shopping on digital channels for products they’ve never bought online before. Expectations are high. People expect a quality experience that makes the process complete, seamless and easy.
The days of “we’re doing our best in these unprecedented times” are gone. Brands need to get serious about their online experiences to capture business.
That same study found that 53% of customers will not buy from the same business again after a negative experience. This highlights the need for Brands to know their customers and meet their needs online.
Online Purchasing Behavior
According to Dotcom’s study, the top five categories consumers reported purchasing most online prior to the outbreak, in order, were apparel, electronics, home goods, accessories, and food and beverages. The biggest categories today are:
- toys and games
- exercise equipment
Consumers have largely shifted their attention and spending to digital channels for all their needs, marking a major opportunity for brands and retailers that can offer a positive online experience. Now is the time to invest in tools that help you understand your customers so you’re better positioned to get business and secure loyalty.