Everyone will remember the year 2020, so much has it changed our daily lives. If the upheavals experienced have been synonymous with a slowdown in many sectors, we have nonetheless seen signs of positive development, in particular in the field of e-commerce. In this context, experts agree that 2020 has been an important factor in accelerating digital transformation for companies. And this faster adoption of new digital uses has also manifested itself in the general public.
Consumers spend more time online and they buy more often than before the pandemic: 36% shop online every week (compared to 28% before the Covid) – source Selligent.
Customers always in a hurry
Taken up by an intense daily life, limited in his movements, but always connected, the consumer uses micro-moments to make his purchases. In this sense, the customer must find the product in a few clicks, check that it corresponds to him with relevant opinions, know its availability, its delivery date and pay without looking for his credit card. In addition, he must be able to start his search on his smartphone, continue on his tablet at another time, then finalize his purchase on his PC for example.
More and more mature clients
The consumer tested numerous sites during the lockdown. He knows what he is entitled to expect in terms of the shopping experience and admits to being disappointed. To overcome this disappointment, e-commerce sites must improve the customer experience and offer all the technologies needed to simplify, streamline and accelerate the process of finding and purchasing products. To satisfy this mature customer, e-commerce sites must improve the shopping experience. At each stage of the journey, from looking for the product, the customer wants to receive reliable information, to go through the stages of the process in a simple and fluid way, not to have to re-enter data and to have a variety of payment methods.
Customers in search of recognition
The customer is more mature in terms of e-commerce, but he is short of time: a personalized shopping experience, which offers him the products that correspond to him, will be highly appreciated and will have a positive impact on the conversion rate. To meet customer expectations in terms of personalization, it is therefore necessary to: collect data to find out about customer preferences, update technologies that automate personalization, do not forget to use personalization in a search engine.
The consumer is made aware of societal issues. It incorporates new criteria in its choices of merchants and products, and companies have every interest in adapting their offer accordingly, and in communicating their commitment to win and retain customers. Companies that have not changed their offer and their practices by integrating a real societal and environmental commitment have every interest in doing so and making it known. Today they must: communicate about their products, develop their catalogs and e-merchandising and ensure that the search engine incorporates these characteristics.
Ever more talkative customers
Cyber consumers appreciate new technologies, especially if they save them time and if they are accessible on their mobile. The voice mode invests more and more everyday objects and adapts fully to the multitasking and multichannel lifestyle of the 2020 consumer. E-merchants have every interest in integrating voice search into their website, whether on PC or mobile and, depending on their industry, consider voice assistants as a complementary sales channel.
Customers sensitive to social commerce
Social networks are establishing themselves as a real purchasing channel by offering an immersive, attractive and hyper-personalized experience. Consumers, and especially Millennials, have spent even more time on these channels during the pandemic, experimenting with new ways to buy that they will keep in the world after. Brands must take advantage of the rise of social commerce, which can help them target certain categories of consumers more precisely and offer them personalized experiences. They must also take care to adapt their communication to the subjects of consumer interest, which refocus on values, of which authenticity and transparency are a part.
Local customers who are sensitive to omnichannel
Consumers suffered contradictory injunctions during the year 2020, but they wanted to consume wisely by choosing more responsible delivery methods and favoring local businesses. This has resulted in an increase in Click & Collect and the need to evolve services to provide an excellent customer experience on all channels. Post-covid commerce will be more omnichannel than ever, because consumers have experimented with purchasing methods that bring them practical benefits and correspond to the evolution of their behavior in the face of changing circumstances. To take advantage of this, e-merchants must not forget to optimize their ordering process, take the local into account in the personalization of the experience and offer a homogeneous experience adapted to the devices used.
In view of these elements, many new behaviors have appeared and mark a definitive turning point for e-commerce. Consumers in the next world are more mature, more demanding, they expect an efficient and personalized shopping experience that matches their values and saves them time.