As we transition to a post-pandemic environment, it is clear that consumer online shopping behaviours have evolved drastically. Beyond its acceleration, eCommerce continues to impact the convergence of the consumer decision journey. While some trends remain consistent, significant micro-trends and differences in behaviour highlight how consumers are adapting to the post-pandemic reality. Understanding these shifts is critical for brands who want to stay top-of-mind in the future of omnichannel discovery, consideration, buying and loyalty.
On May 11th, the team at Reprise Commerce, the specialty eCommerce unit of Mediabrands, presented the latest results of the annual proprietary Canadian study called RETHINK eCOMMERCE: Staying Ahead of Canadian Online Shopping Behaviours. Based on a survey of 1,500 English and French Canadians who shopped or intended to shop online, the study looks at the latest state of eCommerce shopper behaviour, distilling strategic insights while providing key takeaways for brands and retailers across each step of the decision journey.
3 take-aways that brands can learn more about:
- Convenience remains the primary advantage for online shopping, with consumers citing that not having to go out into stores (64%), being able to shop around for the best price (62%),and saving them time (54%) as the top three advantages to shopping online. It is therefore crucial to personalize the user experience to drive relevancy and help consumers find products quicker.
- Canadians use their laptop/desktop the most across the online consumer journey, with the highest penetration level at the purchase stage (69% purchase on desktop/laptop vs 38% on mobile). However, mobile tends to have higher usage earlier in the consumer journey during browsing and research, making it critical for brands and retailers to ensure that their content is optimized across both devices to reduce the potential for cart abandonment.
- 81% of consumers intend to shop on Amazon in the future (consideration down – 5% compared to past 12-month usage). Still, big-box specialty and general merchandise eRetail platforms show the strongest signs of future growth. The data highlights the importance of adopting omnichannel best practices to provide a seamless shopping experience for consumers.
Last year the study showcased the importance of removing siloes within organizations and teams while applying holistic and integrated synergies to respond to the evolving consumer. Today, this has further relanced as we move towards a connected commerce ecosystem with stricter privacy standards with critical expectations around personalized shopping experience. It is key to understand what friction points are at every moment of the journey to determine what content, what time, what device and what place is needed to maximize FLOW down to purchase and beyond.
Read more about our key insights and access our report over here.
If you need help or further insight with staying ahead of online behaviour, please do contact us.