E-commerce is the evolution of traditional purchases within a digital environment and an interconnected world where other channels and tools such as social networks and mobile devices are becoming increasingly important.
Although electronic commerce is not something exclusively novel since it has been with us for years, it is now that its proliferation and growth have reached levels never imagined. And not only that, but also, the processes of traditional purchases, are being affected and influenced by the new habits of current consumers.
These new habits and trends should be taken seriously by the companies that market their products both offline and online. And for this reason, it is important that these companies truly know how these new habits are becoming more widespread among consumers, and consequently adapt or implement different online marketing strategies.
Consumers are no longer impulsive. The impulsive buyer of the boom years, has now been a mature digital consumer, who uses the Internet to learn more and buy more selectively. According to the data of a recent report developed by Invesp, 73% of consumers prefer to make purchases online mainly because it means a significant time savings, and 55% also says that through online purchases can access to exclusive offers and promotions where prices tend to be cheaper.
Online consumers investigate first, regardless of where they buy from . Seventy percent of consumers compare products before buying. According to a recent study developed by the company Cone Inc. Approximately one in three customers use their smartphone inside the store to get more information. As a result, online and offilne competitors are now also within our own store.
Consumers who report on social networks spend more . According to the Social Commerce 2011 study conducted by comScore and Social Shopping Labs, 42% of online consumers have proactively followed a retailer through Facebook, Twitter or a blog. Another parallel investigation showed that clients ‘socially committed’ spend up to 30 percent more than those who are not.
Mobile devices . Compete recently unveiled the results of a related report highlighting that Smartphones help consumers shop smarter and users are more likely to take their mobile devices to stores every day. 56% of smartphone owners use their mobile devices to check the price of an item online, while 48% look at the opinions generated by other consumers. 49% have downloaded a commercial application to use while shopping in a store.
It is indisputable is the increase over the use of this type of devices during purchases, so it is important that both merchants and brands, optimize their resources and websites for access and proper navigation through mobile.
Consumers trust other consumers, not sellers . For consumers, ‘trust has disappeared’. When something is purchased, 60 percent of users seek ratings, opinions and the experiences of other customers and consumers.
Consumers look for offers and coupons . A recent research conducted by Millward Brown shows that for the vast majority of consumers, offers and discount coupons are one of the main attractions and resources most demanded by consumers. Even these often leave the buying process to check offers before buying, regardless of whether they are made online or in person.
In addition, as highlighted in another related report developed by Forrester Research, 88% of visitors to websites with discounts – compared to 78% of total visitors – indicate that these promotions make them opt for a product on offer when they are undecided.