To better understand how consumers feel about the changing face of retail, Salmon, a Wunderman Commerce company, conducted research to find out what makes today’s online shoppers tick.
We asked over 3,500 consumers from the US and UK aged between 18-64, and who shop online at least once a month, about everything from automated purchasing and the dominance of Amazon, to the rise of voice-activated devices and their shifting shopper priorities.
For consumers who shop online at least once a month...
If you’re serious about eCommerce, you need to know what your shoppers want. Consumer expectations are now shifting so quickly that if you don’t meet these demands – be it an appetite for voice-purchasing, free delivery or availability on Amazon – you’ll be quickly left behind.
Consumer priorities when buying products are changing, with price and free delivery now leading the charge.
While delivery has always been important to online shoppers, it has never before been expected to be so fast. And Amazon has set the standard - with its Prime service.
Amazon is increasingly the shoppers’ site of choice, accounting for
of total online spend in the US and 35% in the UK.
It is the gold standard for eCommerce.
Where are they most likely to start their online journey?
Where are they most likely to purchase their product?
But there is pushback. It’s important to know: why do some shoppers choose not to use Amazon?
Consumers’ appetite for online shopping is only going to grow. This year 72% of consumers are more likely to shop with retailers that are digitally innovative – up from 60% in 2017.
wish retailers would be more innovative in how they use digital technology to improve their shopping experience.
believe they are more digitally advanced than some of the retailers and commerce services they use.
Pick up the pace!
This innovation is fuelled by the rise of voice-activated zero UI (user interface) devices.
40% of online shoppers currently use or have used voice assistants. A further 12% say they’re likely to use them in the next year.
This next wave of eCommerce is not just around the corner. It's happening now.
Having IoT-connected devices make purchasing decisions on behalf of consenting consumers and businesses is becoming an increasingly popular channel for online shoppers year-on-year: