New research commissioned by All human, the award-winning end-to-end digital growth agency, has revealed how social commerce is growing, the biggest consumer online shopping gripes and that consumers value transparency and clarity around online shopping.
Capturing the mood and behaviour of online shoppers, the research revealed that COVID hastened the shift of Irish consumers, with two-thirds of consumers (65%) currently making more online purchases than before the pandemic with 9 in 10 of those shoppers responding they expect to continue this behaviour.
Speaking on the All human Digital Pulse 2022 report, John Mitchell, Chief Executive of All human said, “To ensure retailers stay on top of the trends in the post-pandemic world, they must have an effective online business strategy in order to effectively sell their products online to their target audience. From the data we collected, a picture is emerging of a new paradigm where the shopping experience is transforming into a social and collaborative transaction.
“One where consumers look to their social channels, their friends, and family for information and inspiration. We are seeing a dramatic shift away from Google and traditional search engine behaviour. This should sound alarm bells for those brands not actively promoting themselves on platforms such as Instagram, Facebook, and TikTok. While currently, these platforms attract a younger audience, these are the consumers who will dictate brand relevance in the coming years.”
The full All human Digital Pulse 2022 report can be found here and a summary of notable findings can be seen below.
A Frictionless Online Shopping Experience
According to survey results, the most important considerations when making a purchase are pricing (57%), return convenience (11%), next-day delivery guarantee (10%), and online customer care (8%). Digital consumers are looking for a convenient, seamless, personalised brand interaction.
From the data, business owners should be considering offering next-day delivery services or providing other incentives such as free delivery over a certain price and stating upfront an estimate of shipping times. The good news is that, overall, 63% of consumers are satisfied with the current level of customer service provided when purchasing online.
The majority of consumers (67%) are conducting online shopping via mobile phone. Merchants should be prioritising making their online stores mobile compatible or face losing sales. This is especially the case if a retailer’s target market is women, with over three-quarters of women (77%) using a mobile to shop.
The biggest frustrations with online shopping
Findings from the survey revealed the top five biggest online shopping frustrations for Irish consumers in order are
Pop-ups (33%)
Sites with unclear customer charges e.g. pricing, taxation or shipping (33%)
Unclear returns process (30%)
Vague Delivery/fulfilment timelines (27%)
Poor mobile experience (15%)
Another prominent gripe was no option to check out as a guest.
Today’s online shopper values choice when it comes to how they will pay. Brands that limit payment options face unhappy customers and cart abandonment. The top 3 methods of payment were: PayPal (30%), Debit Card (26%) and Revolut (16%).
Identifying the pain points is important for companies to understand customers and their sources of frustration so that they can adapt their processes to user preferences with as much clarity as possible. Making sure that eCommerce services meet the needs and desires of website visitors is an important step on the path toward a better user experience in online stores.
The online shopper is always right
Despite general satisfaction with the level of online customer service, there is ample opportunity for brands to examine how they are providing online shoppers with optimal assistance.
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