{"id":3765,"date":"2021-01-11T15:25:32","date_gmt":"2021-01-11T14:25:32","guid":{"rendered":"https:\/\/www.smsapi.com\/blog\/?p=3765"},"modified":"2023-03-17T13:36:32","modified_gmt":"2023-03-17T12:36:32","slug":"2020-report-ecommerce-client-communication","status":"publish","type":"post","link":"https:\/\/www.smsapi.com\/blog\/2020-report-ecommerce-client-communication\/","title":{"rendered":"2020 Report: E-commerce from a Perspective of Communication with Clients"},"content":{"rendered":"\n

Welcome to the summary of the 2020 e-commerce report! For most, last year meant changes, both in terms of earning and spending habits. We have conducted two studies testing the relationship between e-shops and their clients in communication practices.<\/strong><\/p>\n\n\n\n\n\n\n\n

As a preface, the e-commerce communication report<\/strong> is based on two studies conducted in October 2020. Both were done using the CAWI method. The first tested 216 Polish shop owners and the second focused on 1000 adult residents of Poland. Although it tested the Polish market, its findings can also be applied to the other. I\u2019m also referring to our previous report from 2018 to present the changing trends fully. <\/p>\n\n\n\n

An outlook of commerce in 2020<\/h2>\n\n\n\n

Let\u2019s begin with the most critical information acquired by the consumer study. They\u2019ll give context to the rest of the data. They\u2019re also an opportunity to check which branches have already migrated and which are still before this significant step.<\/p>\n\n\n

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\"Maja<\/figure>\n<\/div>\n\n\n
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According to data \u2013 37% more e-shops were created in September 2020 than in the last year. The online traffic has increased; the number of transactions has also increased. Consequently, revenue surged. In other words, the branch gained momentum. And so, changed the strategies and shopping habits of customers.<\/p>\nMaja Wi\u015bniewska<\/strong> – PR & Marketing Manager at SMSAPI<\/cite><\/blockquote>\n\n\n\n

The trend is most visible in the books and multimedia sector \u2013 over 35% of purchases are made exclusively online, and 30% are bought in retail and online. Similar behaviour has been observed in the hobby, leisure, computers, and electronics categories. The proportion of online purchases is enormous! On the other hand, food products are bought primarily in retail. Only 2,8% of respondents order food online. The growth potential is in clear view!<\/p>\n\n\n

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\"How<\/a>
Source: Communication of online shop report<\/a> (available in Polish)<\/figcaption><\/figure>\n<\/div>\n\n\n

What\u2019s more, clients confirmed the increase in online purchases<\/strong>. In the fashion product category, 34% said they order online more frequently. Similarly, more people buy online books, multimedia, and other stuff connected to leisure activities and beauty and health.<\/p>\n\n\n\n

The change is apparent \u2013 forced closure of shops and shopping centres due to the COVID-19 pandemic. It\u2019s worth mentioning that all products bought online didn\u2019t require trying on, except for clothes and shoes. The study confirms that an easy return policy and well-prepared and presented offers influenced online buyers\u2019 choices.<\/strong><\/p>\n\n\n\n

Online shopping: mobile or desktop?<\/h2>\n\n\n\n

Let\u2019s answer the question: how do people order online?<\/strong> And specifically on which devices they browse, compare, add products to shopping cars and finally, pay. What makes them decide on a particular offer? Answers will help to comprehend shopping behaviours and will allow designing brand\u2019s touchpoints better. If you want to make money online, branding and promotional elements are essential.<\/p>\n\n\n\n

To do so, we\u2019ll move through the customer journey step by step. Promotions are received mostly on phones and tablets<\/strong> \u2013 64% of respondents have confirmed it. The usage of mobile devices drops with each step closer to the payment. The final stage is still made mainly on computers. Interestingly, the security of the transaction is important to only 22,9% of customers.<\/p>\n\n\n\n

Preferred device to shop online<\/h3>\n\n\n\n
Action<\/strong><\/td>Usage of mobile in 2018<\/strong><\/td>Usage of mobile in 2020<\/strong><\/td><\/tr>
Receiving offers and promotions<\/td>59,3%<\/td>64% (+4,7%)<\/td><\/tr>
Searching for offers<\/td>42,4%<\/td>48,2% (+5,8%)<\/td><\/tr>
Browsing shops<\/td>37,4%<\/td>47,7% (+10,3%<\/strong>)<\/td><\/tr>
Payment<\/td>34,5%<\/td>44,5% (+10%<\/strong>)<\/td><\/tr><\/tbody><\/table>

Source: 2018 and 2020 SMSAPI reports<\/figcaption><\/figure>\n\n\n\n

We should compare the results with answers from 2018. The change is clearly visible \u2013 mobile devices are slowly yet steadily pushing desktop traffic away. Almost half of online buyers search, browse and add products to carts using handheld devices. This is critical information for e-commerce administrators \u2013 shops should adapt to smaller screens<\/strong>. It applies to layout, ease of navigation, and the availability of functionalities, payment methods and customer service channels.<\/p>\n\n\n\n

E-commerce cannot ignore customers coming from smartphones<\/strong> and tablets as their participation in the market will grow. Considering 71,3% of customers take up to 2 hours to browse and compare offers<\/strong>, it\u2019s worth optimising the shop\u2019s website or app\u2019s user experiences. Even more so since the biggest changes happened in the final part of the customer journey: browsing and payment.<\/p>\n\n\n\n

The easiest way is to prepare product comparison tools, rankings or even articles presenting the pros and cons of different variants, configurations or sets. Keeping the client in the company domain has multiple advantages, affecting the brand image and more business-oriented ones. Such content will impact the search results and fulfil the user\u2019s intent to acquire knowledge. Just remember that it has to be equally available and comfortable on phones and PCs.<\/p>\n\n\n\n

The online buyer decision process<\/h2>\n\n\n\n

Unsurprisingly, asked what impacts their purchase decision the most, clients pointed toward the price. It\u2019s understandable, especially in the case of similar or identical products available at many various shops. What makes a difference is little details like an attractive presentation of the offer, highlighting added values and unique bonuses<\/strong>. Almost 40% of respondents consider these as a deciding reason to pick an online shop.<\/p>\n\n\n

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\"What<\/a>
Source: Communication of online shop report<\/figcaption><\/figure>\n<\/div>\n\n\n

Free shipping is the second most important value<\/strong> highly appreciated by online customers. Over 60% of buyers choose it as the deciding factor. Clients do not wish to pay for the shipping service<\/strong>, so it might be profitable to include it in the products\u2019 price. The higher cost will be accepted as long as the lack of additional fees justifies it. By the way, unexpected costs are one of the reasons for leaving the shopping process unfinished. As a side note, see how Amazon does it.<\/p>\n\n\n\n

All advantages like fast, comfortable payment methods<\/strong> (quick transfers, cash on delivery, Google Pay, etc.), beforementioned free shipping<\/strong> (in multiple variants) and client-oriented return policy<\/strong> are factors that significantly affect the purchase decision. Interestingly, only 1\/3 declared that online reviews, opinions and comments are helpful during shopping. Is it because there are no reliable methods of checking their credibility?<\/p>\n\n\n\n

Read more about SMS for e-commerce<\/h3>\n\n\n\n
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SMS for E-commerce: Automated Communications for Online Shops<\/a><\/blockquote>