"E-commerce has been growing steadily for a number of years, but 2020 saw a step change in the amount of shopping done online. Driven by the Covid pandemic, substantial digital transformation has happened in just months, according to the e-commerce platform, ChannelAdvisor. The result is a huge opportunity for brands, in the shape of direct-to-consumer (D2C) sales, but also a significant set of challenges."
"In the UK alone, online sales were predicted to increase by £5.3bn to £78.9bn. In the US, e-commerce now accounts for almost a fifth of all retail sales. Just as importantly, this change in shopping behaviour looks likely to continue beyond the end of the current crisis. ChannelAdvisor's own research in August 2020 showed that over half (55%) of UK shoppers surveyed said they would buy more online in the future than they had before the pandemic."
"At the same time, mobile has risen to become the main way people access the internet, and was predicted to take the majority of total UK retail ecommerce sales in 2020 by eMarketer. According to ChannelAdvisor, the results are that customers are always shopping, either actively or passively, and their journeys are becoming much more complicated. But they still expect every interaction at every touch-point to reach the standards of customer experience set by e-commerce giants such as Amazon."
E-commerce experienced a rapid shift in 2020 as the Covid pandemic produced accelerated digital transformation, expanding online shopping and creating significant direct-to-consumer (D2C) and marketplace opportunities alongside new challenges. Online sales rose substantially in the UK and now represent nearly a fifth of US retail. Over half of surveyed UK shoppers reported intentions to buy more online post-pandemic. Mobile became the primary internet access method and was expected to account for the majority of UK retail ecommerce sales. Customers shop continuously, their journeys are more complex, and they demand consistent, Amazon-quality experiences across all touchpoints. Recommended strategy elements include omnichannel selling and updating advertising to reflect new marketplace integrations.
Read at The Drum
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