Today’s retail has changed in recent years, and is governed by our shopping behavior. We shop differently compared to twenty years ago when Amazon was founded and which then became the start point for e-commerce. The digitalization of society and the prevailing pandemic have caused consumers to distance themselves from physical stores, which has led to e-commerce exploding in recent years.
Our consumption in Sweden has mainly increased in groceries, children’s products and toys according to the e-barometer and our shipping methods have also been developed through smoother home delivery, which many companies did not offer at all before. Those who have contributed the most to the growth of e-commerce in 2020 are generation X and older people according to The 2020 Facebook Christmas Package.
Here’s some interesting statistics about global e-commerce purchases according to the latest report from Hootsuite, and predicted trends in 2021 below.
Global growth by product category
+ 41% Groceries & personal care
+ 27% Fashion & Beauty
+ 26% Digital music
+25% Toys, Leisure & DYI
+ 23% Video Games
+ 18% Electronics & Traditional Media
+ 20% Furniture & Furnishings
+ 27% Food – Take Away
– 51% Travel & Accommodation
Insights to consider in your marketing strategy 2021
Today, about 53% of the world’s population uses social media, and accessibility is also increasing social shopping. Below are some extra interesting numbers to keep in mind according to surveys by Influencer Marketing Hub and Hootsuite:
Statistics from Internet users’ behavior
28% state they find new brands through social media ads.
45% state that they search for products via social media.
69% of users say they have used a shopping app on their mobile, of which 55% bought something via the app.
B2B statistics
73% state that they used social media to reach new customers.
64% used social media to build their brand.
45% used social media to drive conversions.
Mobile first
Mobile shopping has dominated the e-commerce market in 2020 and looks set to do so in the future as well, as we spend an average of 3-4 hours on our mobile devices per day. Therefore, you need to make sure that your marketing is adapted so that the target group can easily make purchases through their mobile advice. According to a survey from December 2020, 24% say that the content of e-commerce did not fit in the mobile screen, which you should also keep in mind in your advertising when you want to drive your target
Live shopping
A rising trend in 2020 that more people want to explore is live shopping in B2C. The current pandemic has meant that less people visit physical stores, which leads to the relationship between companies and customers is not being built in the same way as before. Therefore, as an e-merchants, you should try live shopping, to continue to create engagement with your target group by giving a personal and genuine feeling of your brand. According to a survey by Bambuser, it also turns out that 20% of those who watch live shopping then add products to the shopping cart. According to the latest report from GWI, 80% say they would consider buying products through live streaming.
Valuable content
In 2020, we have spent more time online and this made us start to care more about what we wanted to see when we are scrolling on our advice. We wanted to interact with content of value and this is something that needs to be kept in mind by 2021. The focus should be on creating a message that appeals to your marketing – show off a personal touch of your brand through for example language or graphics. This allows you to stand out in the crowd and capture the interest of your target audience so that they remember your brand.
Customer service
Social shopping continues to increase as it has become possible to search and buy products directly via Facebook and Instagram. According to a report from GWI, 3 out of 5 say that they experience poor customer service and that this in turn affects their purchasing decisions. B2C customers want fast, personalized customer service via social media, according to the latest report from Hootsuite. This is why you as an e-merchants
need to attach great importance to your customer service in order to retain your existing customers and be able to continue to get new customers through social shopping.
Summary
We purchase more online than ever, and this seems to be holding up as we want to have safe and flexible shopping which continues that there is a solution for digital devices. We have a greater need to interact with content that evokes emotions and focuses on what we buy by thinking sustainably from product to delivery. This means that your company needs to adapt to the digitalisation of society in order to continue to give consumers a good digital shopping experience – the new normal.
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