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Hastened by the pandemic, shopping has changed. We've seen marketplaces strengthen their positions, an abundance of new D2C offerings popping up, advances in social commerce, and the rise of the aggregators.

To win online, it's vital that businesses know how consumers are shopping across channels and markets, and how they will shop in the future. Armed with these insights, powerful strategies can be formulated. Welcome to The Future Shopper Report 2021.

The rise and rise of online commerce

Despite the crippling business impact of COVID-19, in another age, without the ability to trade online, the impact of lockdown closures would have been even more devastating than what we have experienced.

Consumers share the view that digital commerce has been a saving grace in very trying times.

73%

of global shoppers said eCommerce will be more important to them this year

62%

of global shoppers will increase their use of digital shopping channels in future

51%

of spend will be online post-COVID-19, according to global shoppers we surveyed

Omni-channel is the future...

If a high percentage of consumers are genuinely worried about going back to stores, whilst at the same time they're more comfortable using digital channels and want more digital products, is it time to ring the death knell for physical retail?

Certainly not, according to our findings and the encouraging volumes of shoppers returning to the high street.

64%

of shoppers say that they prefer to shop with brands that have both online and offline presence

59%

of consumers wished brands would communicate seamlessly with them across all channels

41%

of global shoppers admit they are still frightened about shopping in-store in the wake of COVID-19

Amazon dominates the customer journey

Digital commerce has changed the customer journey significantly. One retail juggernaut that leads the charge is Amazon. But it's certainly not the Amazon show in all countries as our research reveals. 

38%

of global shoppers search for products on Amazon

14%

of all online spend is through Amazon

1-in-5

rate it best for value in Asia, behind Tmall, Taobao and Lazada

Delivery must be fast

One of the key battlegrounds in digital commerce is fulfilment.

In this new world, consumers want fast delivery! When we asked consumers what they would change about the delivery of products, speed came out top.

30%

of global shoppers expect delivery within 24 hrs

48%

of shoppers globally told us they wanted faster delivery

66%

of shoppers say marketplaces are best at speedy delivery

Consumers want digital innovation

Our survey results confirm that a majority of shoppers feel more comfortable using digital technology in the wake of the pandemic; and our findings provide a similarly clear message about consumer appetite for digital innovation. 

66%

of global shoppers wish brands and retailers would be more digitally innovative

60%

are more likely to purchase from a brand if it's more digitally innovative

62%

of global shoppers are excited about stores with no checkouts like Amazon Go

Our Services

WUNDERMAN THOMPSON COMMERCE is a global eCommerce consultancy that offers strategic clarity, tech know-how and creative inspiration to help organizations deliver winning commerce capabilities across digital channels: marketplaces, online retail, D2C, B2B and social commerce.

SPEAK TO ONE OF OUR EXPERTS to find out more information about how we help our clients, and how we can help you win online.

Digital Strategy

Digital Strategy

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Amazon Marketplace Services

Marketplace Services

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eCommerce Technology

eCommerce Technology

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Customer Experience

Customer Experience

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Commerce Operations

Commerce Operations

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Shopper Marketing

Shopper Marketing

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Social Commerce

Social Commerce

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Data Services

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