Study: Online Shopping Behavior In The Digital Era



Study: Online Shopping Behavior In The Digital Era


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Online shopping is more accessible than it has ever been in the digital era with the introduction of tablets, smartphones, easy checkout systems and more secure systems. As a result, the e-commerce industry is generating higher sales volume. 370 billion in 2017. Forrester also reports that 53% of people in the US shopped online in 2011 and it is predicted to grow to 58% in 2016, according to the U.S. 20.3% of the U.S. 15 years old. Assuming the online shoppers are above 15 years old, the majority of the U.S. This is thrilling news for internet retailers. However, with more and more players jump into the market and grabbing the shares, the behavior of online shoppers is something every internet retailer is trying to figure out. The purpose of this post is to collect quick, actionable insights about online shopping behavior that marketers and retailers can use to allocate resources and develop strategies. Now let’s dig into the data. Who is shopping online ? According to Experian Simmons, drawing from a pool of 4,887 online shoppers, the 25 to 54 year-old age bracket makes up 65.7% of online shoppers, of which 59.1% are female.


50,000, and 77.9% have education level as some college or higher. What Are People Buying Online? According to ComScore, the top-performing online categories are Digital Content & Subscriptions, Consumer Electronics, Flowers, Greetings & Gifts, Computer Hardware and Apparel & Accessories. Where do online shoppers get information from? Also, according to Experian Simmons, more than half of all consumers are “informed consumers,” indicating they tend to gather information about products before purchasing online. RichRelevance released a report in 2011 detailing their finding for the performance of search engines in directing traffic to eCommerce sites. Based on the above findings, we cannot deny the importance of search engines for ecommerce sites. Therefore, SEO is crucial to ecommerce sites. Competing to rank for product keywords on the first page of SERPs, especially the top spots should be a top priority (and major budgeting consideration) for every ecommerce site. Finding the low hanging fruits that are high search volume and low competition keywords is something every internet retailer should do to gain competitive edge in the digital era.


If you don’t have an in-house SEO team, contact a good SEO agency to help your ecommerce site today! What Role Does Social Media Play in Online Shopping? Looking at the same chart from RichRelevance we can infer that social media is a small channel getting the online shoppers to the sites. Generally Social media requires low investment but has high returns! As an internet retailer, if you don’t already have the social media platforms, you should start it today! As retailers begin to see the ROI potential of social media, it is likely that the channel’s growth will follow the same pattern as organic search. Why do online shoppers abandon their shopping carts? The cart abandonment rate is so high that it becomes one of the most important concerns for the internet retailers. But what causes a consumer to drop out of the purchase funnel? 42% of online shoppers claim that they abandon their cart because they are not ready to purchase and 24% save the cart for later consideration.


Ultimately, 2.4% of shoppers made a purchase through the abandonment retargeting emails. We can infer that retargeting emails are an effective way to deal with abandonment rate. Retargeting ads would be very effective to these online shoppers, which make up roughly 61% of all consumers, according to Experian. Based on the infographics above, 14% of abandonment happens because there is no guest checkout. From this survey we can infer that these online shoppers will certainly prefer guest checkout. However, from internet retailers’ standpoint, guest checkout is again debatable. It’s a trade-off from email campaigns. As an online shopper, I prefer guest checkout for those sites I think I won’t come again or some items I just purchase it one time. For sites I visit frequently, I will use member checkout because it will be more convenient if I come back and purchase again. So, instead of forcing online shoppers to checkout as a member, I will suggest internet retailers improve sites and service to “pull” the target consumers rather than “push” them. Website design is as important to online stores as interior design to physical stores.



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