The State of eCommerce 2021. 6 months in.

The eCommerce industry is only just settling into the ‘new normal’.

But what does that mean?

Consumer shopping habits have shifted dramatically over the past 18 months. Which means eCommerce brands need to juggle increases in demand, changes in buying behaviour, and keeping on top of emerging trends.

Fortunately, lots of fantastic studies are being conducted to help eCommerce brands do just that.

We have picked out some of the most insightful stats and findings available today. And offered some of our own advice to help eCommerce brands address them.

eCommerce is booming

As non-essential shops closed due to lockdown, online sales soared. Barclaycard found that online sales accounted for 53.7% of all UK retail spending. And according to the BRC (British Retail Consortium), by June 2020 50.7% of retail sales were online. By February 2021, this had jumped to 82.25%.

Interestingly, come February 2021, consumers were also spending 69.5% more online than the previous year, according to the IMRG.

Our advice

For any brand, the goal here is to improve the online shopping experience. Ensuring that the website is as usable as possible, and that customers are taken through the purchase journey with regular communications.

Purchase updates

Whether it be an automated abandoned basket reminder, a purchase confirmation, or a delivery update, ensure that the customer is kept in the loop at every stage of the journey. This will help increase trust in your eCommerce process.

Dynamic content

Where possible, utilise dynamic content to automatically create a highly personalised purchasing experience. This could include recommended products, personalised banners, or live pricing updates to keep consumers in the loop.

Increased demand for home delivery

With an increase in online purchases, it’s no surprise that there’s increased demand for home delivery. In fact, Barclaycard found that 82% of consumers choose online delivery as their favourite fulfilment channel.

However, this increased demand is being coupled with increased expectations. Barclaycard also reported that delivery tracking is important for 86% of consumers. And 46% value fast delivery more since the pandemic.

Our advice

For marketers, supporting delivery operations is all about communication, whether that be communicating delivery options, or delivery progress.

Geotargeting delivery updates

All eCommerce brands should clearly include their delivery offering on their website. But they can go one step further by using geotargeting and dynamic content to identify where in the world a customer is, and tailor delivery options and timelines to that location.

Delivery updates

Brands can utilise automated update emails to keep the customer up to date as to where their purchase is, and when they are likely to receive it. This will set expectations, increase trust, and decrease support queries.

Surge in younger consumers

A study by Shopify found that young consumers are making significant changes to the eCommerce landscape. With 67% opting to spend online compared to the previous year, and compared to older age groups.

One of the key trends these young consumers are pushing forward is shopping via social media, with 54% discovering independent retailers via social channels.

Our advice

Social channels are a big part of younger consumers’ shopping experience, so brands need to ensure they are incorporating social media into as much of their marketing activity as possible.

Social proof

One way to incorporate social media into marketing is via social proof. Social proof can be anything from reviews and testimonials, to UGC (user-generated content). This content not only targets a younger audience, but also looks great on websites and in email.

Omnichannel experience

By ensuring a seamless journey from one channel to the next, marketers can ensure that younger consumers are receiving the same message, promotions, and targeting no matter what channel they choose to engage on. Be it email, social, or website.

Shopping with more local and independent brands

Shopify also found a trend towards consumers aspiring to shop at and support local and independent stores. With 57% of consumers stating they are willing to shop at new brands for the first time. Which demonstrates an openness to shop at lesser-known, independent businesses.

However, despite their best intentions, only 29% of consumers have shopped with independently-owned businesses since the start of the pandemic.

Our advice

For smaller and independent brands, the goal should be to promote their brand and to reassure customers that they are a legitimate business to be buying from.

Welcome campaigns

When a customer makes their first purchase with a brand it’s the perfect time to send a welcome campaign and introduce themselves. Offering key information such as delivery times, and providing social proof of other happy users.

Geotargeting

Local brands can also utilise geotargeting and location data to communicate with the audience who are in their vicinity. This could include encouraging local consumers to come to in-store events, sales, and promotions.

Thank you and feedback

To keep customers coming back for more, brands should thank them for their custom, and ask for feedback as to how they can improve. This could be in the form of a post-purchase follow-up email. Or an email thanking their entire database for their support.

Implementation of new technology

With so many changes to the eCommerce landscape, research from Barclaycard Payments found that 29% of businesses are planning to invest in new equipment and technology in 2021. With 13% viewing technology as their top opportunity for business growth over the coming year.

This doesn’t come as a surprise. As many businesses are facing smaller teams, higher workloads, and tougher competition as they emerge from the pandemic.

Our advice

Technology, such as AI and automation, will be key to taking care of some of the more manual and time-consuming tasks. So that brands can focus on strategy and growth. 

Marketing AI and automation

By implementing an AI and marketing automation platform brands can save considerable time and resource by automating their marketing. This could include triggered emails based on purchase behaviour, nurturing sequences, and cross-sell campaigns.

Dynamic content

Brands can utilise dynamic content technology to populate emails and landing pages with content highly personalised to the recipient, without the marketer having to lift a finger. This could include products promoted, images used, live pricing, and ratings.

Are you looking to improve your eCommerce marketing?

At Pure360 we offer an all-in-one AI marketing platform and a Customer Success Team who can help your brand address these key eCommerce trends.

Get in touch today for a friendly chat with one of our experts.