When the pandemic started, all the sellers who didn’t have their online store because they didn’t think they needed it had their heads. Many businesses did not manage to adjust to lockdown so quickly, and the rest had to change their business model very quickly. Therefore, an analysis of the shopping habits of Poles in the past year can tell us a lot about what our life will look like in the next 12 months and what the future of e-commerce will look like in general.
Who did not buy online, the coronavirus was not convinced. Whoever was buying was buying a lot
The ExpertSender Institute conducted a survey on the shopping habits of Poles in the past 12 months. It shows that 8/10 (79.60%) Poles who have access to the Internet (according to Gemius, 84% of our citizens have such access) buy online. Interestingly, however, among all online shoppers, only 3.2 percent. it started doing this in the last year. On the one hand, I am surprised because I was convinced that the pandemic and lockdown would convince a larger group to buy online. On the other hand, it is known that the more the percentage of people in any category grows, the more difficult it is to increase significantly. However, it is known that how much money they spend matters more than the number of buyers. And here, depending on the source, we can say that our market is in this respect has grown from 20 to even 30 percent. per year. This places us at the forefront of Europe.
And here it is not surprising, because those who buy online have intensified their activities. As much as 40.6 percent. one of us buys from online stores several times a month. 18.1 percent – once a month, 17.10 percent several times a week (!), 11.7 percent once a week, and 7.4 percent. – daily. This means that 94.9 percent. shoppers shop online regularly – at least once a month. And how much do we spend on these purchases? Well, a lot. Most of us (31.1 percent) spent PLN 101-300 every month in online stores. In second place with a result of 27.8 percent. there was a group spending from 301 to 500 PLN. Even more, from PLN 501 to PLN 1,000, was spent by 13.8% every month. people. Over a thousand, however – 8.2 percent.
Online shopping only – pleasure or necessity?
At this point, it is worth asking to what extent the pandemic has changed our habits for good, and to what extent online shopping is caused by the necessity resulting from the closure of some facilities. I think the answer will be the example of the slogan “online grocery shopping”. In March, when the first restrictions began and people were still afraid of the virus, this phrase was 710 percent. an increase in the number of searches so that in the summer, when life slowly returns to normal, it returns to normal levels. When has it grown again? In November, when the increase in the number of cases to an unprecedented level in our country caused another lockdown. You can see it very clearly in the statistics. Only for 15 percent. people, it does not matter if the store has its own stationary point. So, in fact, buying is still firmly rooted in our habits.
E-stores offer many solutions such as same-day deliveries, live chat conversations and attractive product presentation. What’s more, the algorithms that tell the customer what other products they may be interested in make shopping easier. However, it should be remembered that the customer transition process to online stores will be very long and tedious. The Polish consumer is used to shopping as a form of spending free time with the family, which is especially noticeable in smaller cities. There, the traffic after the opening of retail outlets remains at a similar level, which cannot be said about shopping centers in large cities.
– Jakub Leszczyński, Head of Marketing, Diverse
What is the future of e-commerce?
It is impossible not to look at the development of the e-commerce sector other than through rose glasses. According to analysts, this year we will leave PLN 80 billion for online purchases. Undoubtedly, the stores will continue to develop their strategy – both in terms of combining sales channels and in activities related to the use of data about us, customers. Already now, advertising in social media, which after all depends on profiling its users, is the most common way to find out about the offer of a given store. It is far ahead of word of mouth (referrals from family and other people) and is far behind advertising in all other media. And since the winning horse does not change, I think the market and the activities of the stores will be very similar this year.
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