Which trends will determine online shopping in 2021? Facebook asked some experts for a report and discovered key trends and behavioral patterns.
If there is one thing that can be said with relative certainty about the course of 2021, it is that e-commerce will continue to boom. Online shopping was growing even before the corona pandemic, but the lockdowns made it even more successful. Some experts claim that there is a shift from brick-and-mortar retail to e-commerce within the next five years will take place, which should be reason enough for many retailers to adapt to emerging trends. And this is exactly what Facebook has taken on. in the Future of Shopping Report Experts analyze key trends and give tips on how to adapt to new consumer behavior.
Looking to the future: shopping trends 2021
The report is part of a series that Facebook calls “Industry Perspectives”. In this first part, Facebook takes a look at the changes in shopping behavior, for example why people buy where, whether local shops have received more support and whether online purchases are more spontaneous or deliberate.
While “safety” was added to the list as a requirement for offline shopping (71 percent named this as a selection criterion), online customers pay close attention to certain services. The price tops the list offline and online, but online it is followed by “Reliability”, “Return Policy” and “Delivery Time”.
So if you want to give consumers a good feeling when shopping online and want to provide several purchase arguments at the same time, you should clearly highlight and clearly communicate the delivery and return options. Customers want security and transparency here. What is interesting in this evaluation is that good customer service did not make it into the top results.
Impromptu or well considered?
A clear advantage of online shopping, which the respondents highlighted, was the simpler price comparison. The participants declared in all categories that they mainly make planned and covered purchases.
Consumers are realizing the benefits digital can bring to their shopping experiences beyond simply efficiency. Nearly eight in 10 (79%) shoppers globally say the internet makes it easier to compare products by price, and 67% say the internet makes buying products less risky.
For online retailers, this means above all: Know your competition, because your customers certainly know them. A regular look at offers that the competition currently has can be enough to stay relevant.
At the beginning of the corona pandemic it was called #supportyourlocalbusinesses from all sides. In the report, Facebook also goes into how many consumers actually increasingly supported local businesses.
What does the industry expect in 2021?
On its 64 pages, the report lists a number of statements and assessments by the experts as well as useful tips for marketers. For example, respondents were asked to indicate how they like to hear from brands and companies. “Sales and Promotion” head the list, but the following information mainly relates to a company’s handling of the corona crisis. Consumers want to know how their safety is guaranteed, how the company supports the community and how employees are cared for. These topics are new to corporate communication and could be included on social media or in the newsletter, for example. A banner on the website could also provide information about measures taken.
2020 presented all companies with an unprecedented situation. Those who were flexible and reacted quickly were able to win over many customers. And that should remain the basic setting for 2021 in order to be optimally prepared for emerging shopping trends. Further concrete tips and evaluations, especially on the subject of the “Future of Shopping”, can be found in dem Report can be read.
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