E-commerce boomed in 2020: Key user behavior insights you should know
Post written by
Team Remotion
|
Feb 21, 2021
E-commerce surged last year, and due to the ongoing pandemic, growth increased in more product categories. In this blog post, you will get the latest statistics and valuable insights for 2021 that you need to keep in mind for your marketing strategy.
Today's retail has changed in recent years, driven by our shopping behavior. We shop differently compared to twenty years ago when Amazon was founded, kicking off the e-commerce boom. The digital transformation and the current pandemic have led consumers to distance themselves from physical stores, resulting in a massive rise in e-commerce in recent years. Our consumption in Sweden has mostly grown in everyday goods, children's products, and toys according to the e-barometer, and our delivery methods have also evolved with smoother home delivery, which many companies didn't offer before. Those who contributed the most to e-commerce growth in 2020 are Generation X and older, according to The 2020 Facebook Christmas Package.
Here's some interesting data about global e-commerce purchases according to the latest report from Hootsuite and predicted trends for 2021 below.Global growth by product category+ 41% Groceries and personal care products+ 27% Fashion and beauty+ 26% Digital music+25% Toys, leisure & DIY+ 23% Video games+ 18% Electronics and Traditional Media+ 20% Furniture and home decor+ 27% Food – Takeaway– 51% Travel and AccommodationInsights to keep in mind for your 2021 marketing strategyToday, about 53% of the world's population use social media, and accessibility is also increasing social shopping. Here's some extra interesting numbers to consider according to research by Influencer Marketing Hub and Hootsuite.
Statistics from internet user behavior
28% say they discover new brands through social media ads.45% say they search for products via social media.69% of users say they have used a shopping app on their mobile, with 55% purchasing something via the app.B2B Statistics73% state they used social media to reach new customers.64% used social media to build their brand.45% used social media to drive conversions.Mobile firstMobile shopping dominated the e-commerce market in 2020 and is expected to continue as we spend an average of 3-4 hours on our mobile devices each day. Therefore, you need to ensure your marketing is adapted so that the target audience can easily shop via their mobile.
According to a survey from December 2020, 24% said e-commerce content didn't fit on mobile screens, which should also be a consideration in your advertising as you aim to reach your goals.Live shoppingA growing trend during 2020 that more people are keen to explore is live shopping in B2C. The current pandemic has meant that fewer visit physical stores, altering the way relationships between businesses and customers are formed. Thus, as an online retailer, you should try live shopping to continue engaging with your audience and give a personal and genuine feel to your brand. According to a survey by Bambuser, it turns out that 20% of those who watch live shopping add products to their cart. The latest report from GWI states that 80% would consider purchasing products via live streaming.
Valuable content
In 2020, we spent more time online, increasing our interest in the content we wanted to see while scrolling. We wanted to interact with valuable content, and this is something to keep in mind for 2021. Focus should be on creating a message that enhances your marketing – showcase a personal touch of your brand through, for example, language or graphics. This helps you stand out from the crowd and capture your audience's interest so they remember your brand.Customer serviceSocial shopping continues to rise as seeking and buying products directly via Facebook and Instagram becomes possible. According to a report from GWI, 3 out of 5 report experiencing poor customer service, impacting their purchase decisions. B2C customers want quick, personal customer service via social media, according to the latest report from Hootsuite. Therefore, as an online retailer, you need to focus heavily on your customer service to retain existing customers and continue acquiring new ones through social shopping.SummaryWe shop online more than ever, and it seems to prevail as we seek safe and flexible shopping solutions, continuously offering a solution for digital devices. We have a larger need to interact with content that evokes emotions and focuses on what we buy by thinking sustainably from product to delivery. This means your business needs to adapt to society's digitalization to continue providing consumers with a good digital shopping experience – the new normal.