eCommerce trends 2021.
The world of eCommerce is constantly evolving based on customers’ needs, desires and expectations. In fact, online shopping has grown so much recently that over the last year alone, the average order value of online purchases has rocketed by 29%.
While the pandemic had a big impact on this growth with 84% of people turning to online shopping, convenience has also played a large role. Sellers are coming up with more and more ways to make it easier than ever for buyers to shop online, and with 25% of UK buyers now expecting to do all or most of their shopping online, the future is looking bright for online businesses.
If you want to know what customers are looking for when digital shopping, read on to find out about the top 5 trends currently shaping the eCommerce experience and how you can put these into action.
1. 91% of UK buyers plan to shop local
One of the biggest trends to emerge from the lockdowns is the desire to support local businesses by shopping small. Not only do buyers want to help out, but they also believe it offers a more personal experience. This means you shouldn’t be discouraged by larger competitors, but instead use your smaller size to your advantage.
Take action: Make it personal and win hearts
As a small business, you can connect with customers on an emotional level by making the whole experience more personal and relatable. Customers love a story they can get behind, so make sure to include the all-important about page on your website. This should let them know who you are, why you exist and what you offer.
You can then use social media to create an authentic brand image while establishing real relationships. Traditional brick-and-mortar stores are able to connect with customers face to face, and although this is trickier to do online, social media gives you a channel to strike up conversations directly with your customers.
As for the overall experience, make it personal with recently viewed items, offers for first-time visitors and welcome back messages. Emails are also great for sending out personalised content depending on where customers are in the marketing funnel. Once you’ve welcomed them to the family, send birthday discounts, basket reminders and personalised offers based on their behaviour.
2. 45% of UK customers make purchases that earn rewards
Loyalty programs are another growing trend, and for good reason; with a focus on customer retention, this maximises ROI by inspiring brand loyalty for lower acquisition costs. Once they find a brand they love, 56% of people are willing to pay more for a product even if someone offers it cheaper elsewhere. For even more gains, these loyal customers then become brand advocates, increasing your number of new customers through word of mouth.
Take action: Say thank you with a small reward
\Rewards can come in all shapes and sizes, and can even be personalised for each customer. In general, buyers build up points and once they have enough, they can exchange these for discounts, free shipping and products, or a donation to a charitable cause.
But discounts are commonplace and 64% of global consumers want free shipping regardless of loyalty programmes, which means that customers are on the lookout for a more rewarding shopping experience. One way to deliver this is to offer a tiered reward program, so the more they shop, the more they unlock.
Set free shipping and discounts at a lower level, and then at each tier, add in more exciting rewards like sneak previews, private events and exclusive items. 60% of people would like early access to sales, so this is also a great one to consider. Offering these kinds of exclusive rewards will let customers know that you see and appreciate them, making your most loyal customers feel like VIPs and reinforcing that emotional connection.
3. 75% think it’s important that brands provide environmentally sustainable deliveries
A study carried out by UPS throughout Europe and the UK showed sustainability to be a big driver behind online purchasing decisions. This is considered important enough that despite most people wanting free shipping, 42% of people still want to see larger companies introduce a minimum charge to encourage fewer deliveries.
Take action: Choose sustainable packaging
The biggest sustainability factor for the UK seems to be eco-friendly packaging, which 63% of respondents said they wanted to see more of. Another global study even revealed that 74% of people are willing to pay more for sustainable packaging. So, you know what to do—ditch the plastics and look for recyclable, compostable and biodegradable alternatives.
It’s also important to think about the size of the boxes you use. Make sure your boxes aren’t too big, as this requires extra packaging to protect products while also wasting space on the delivery van and increasing your carbon footprint. You can then reduce this footprint even further by choosing a logistics company offering carbon-neutral deliveries.
This might cost more initially but will deliver a larger ROI in the long run. Making careful decisions about your packaging and delivery options will give your business a greener edge over your competitors and attract more loyal customers. Zero-waste packaging is the way forward for growing businesses.
4. 54.8% of global web traffic comes from mobile devices
With over half of internet users coming from mobile devices, it’s no surprise that more people are buying goods on their phones. One-third of online purchases were made using a mobile device in 2019, while this year has seen mobile conversion rates increase by 9% since 2020.
However, despite mobile making up a large part of web traffic, conversion rates are still considerably lower than those for desktop devices. So although being mobile-friendly has great business potential, this is one department where online stores seem to struggle.
Take action: Optimise your website for mobiles
67% of users are more likely to purchase from a mobile-friendly site, so having a responsive design that adapts to smaller screens will increase the chances of a sale. Make sure your site loads quickly and looks good across all devices. Hamburger menus are a great way to keep your homepage looking clean with simple navigation, and think about the sizing of buttons to make sure they’re easy to use on touch screens.
Given that 77% of mobile users in the UK abandon their carts, it’s also worth thinking about the checkout process. Using a smaller screen to fill in multiple forms can be time-consuming and fiddly, so simplify your forms and give visitors the option to checkout as a guest. This will help eliminate any points of friction for a speedy purchase.
Having a responsive design can lead to a 50% decrease in bounce rate. This means that taking the time to optimise your website will make sure you’re seizing every opportunity that comes your way, maximising the potential of all your other marketing efforts.
5. ⅓ of shoppers make purchases on social media
Conversion rates now come from more than just websites and emails, with a growing number of people embracing social commerce. This is when you give buyers the option to purchase directly from within a social media platform like Facebook, Instagram and Pinterest, without them having to leave the app.
Take action: Let customers make purchases through social media
Using social media to sell your products can add a whole new dimension to the shopping experience. Paid ads will link directly to your social account where you can not only sell items, but also nurture a whole community around your brand. This turns the online shopping experience into a social event, bringing together customers with you at the centre.
You can also link user-generated content (UGC) to your website. Connecting the two together is a great way of inspiring trust in your products, and nowadays, nearly 40% of shoppers won’t purchase if the product page has no UGC. So create a community that gets your customers snapping, and then use their pictures (with permission!) to give others the confidence they need to make a purchase.
Social commerce is relatively new but it’s a fast-growing trend. If you can get on board, then you can start growing a community around your brand and make customers feel like they’re a part of something greater. This will not only encourage loyalty but also inspire trust and increase sales.
The bottom line:
- Create a personalised web experience
- Offer a tiered loyalty programme with exciting rewards
- Opt for zero-waste packaging and free deliveries over a minimum spend
- Make sure your website is mobile friendly with a streamlined checkout process
- Start selling on social media and use UGC