Legacy of the pandemic: This is just the start of online shopping as the industry experiences five years of growth in 12 months
The vast majority of UK consumers who first shopped online during the pandemic will continue to shop online, although High Street reopened earlier this month.
The pandemic is the main reason for the change, with 56% of clothing buyers telling digital marketing agency MullenLowe Profero that they shop online more often during the pandemic than before.
Confidence has also increased, with a quarter of all respondents saying they gained more confidence in shopping online during the pandemic and discovering new brands while shopping online during the pandemic.
“The pandemic has caused a seismic shift in all of our behavior, but perhaps no more than in the area of e-commerce,” said Rowan Kisby, chief strategy officer at MullenLowe Profero.
“The industry has grown for five years in just 12 months and the shift to online shopping is here to stay,” Kisby said. City AM
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The main reasons for this continued online shopping after the pandemic are all related to convenience, the Kisby team found.
When asked about their reasons for choosing to continue shopping online, the convenience of not going to stores ranked first with no crowds or queues and the ease of getting to the stores. have items delivered to their doors ranking second and third respectively.
Of those who first shopped online during the pandemic, 74% agree it was easier than they thought.
“Convenience is key to sustaining this new wave of online consumers who have been won over by the surprising ease of e-commerce, and will be key to ensuring customer satisfaction. When we think of convenience, we have to look at the experience as a whole, from the ease of finding objects to the last mile, ”Kisby said.
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Attitudes toward online giant Amazon demonstrate the need for such convenience, Kisby said. 53% by default on Amazon for most purchases and 72% take advantage of the convenience offered by the online platform.
The impact of Brexit cannot be overlooked when it comes to these changes in consumer behavior.
The study finds that 73% of online shoppers plan to buy more UK products to support UK industries after Brexit, with, again, customer convenience being the catalyst as 48% say they are less likely to buy in the EU. suppliers due to concerns about additional charges.
Meanwhile, 44% say they’re less likely to do so due to concerns about delivery times.
Concerns also abound: 57% are worried about the impact of Brexit on product prices in the UK, 50% fear that EU retailers are no longer willing to ship to the UK and 50% are feel more nervous about purchasing items that will be delivered from overseas.
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