E-commerce took off this past year, and the pandemic accelerated growth across even more categories. In this post, we’re sharing the latest numbers and key takeaways for 2021 to help guide your marketing strategy.
Retail has shifted quickly in recent years, shaped by how we shop. Things look very different today than they did twenty years ago when Amazon launched, kicking off the e-commerce wave. Between broader digital shifts and the pandemic, shoppers stepped away from physical stores—sparking massive online growth. In Sweden, we bought more groceries, baby items, and toys, while home deliveries became much smoother. Interestingly, Generation X and older shoppers drove most of the e-commerce growth in 2020, according to The 2020 Facebook Christmas Package.
Here’s a look at recent global e-commerce stats and what to expect in 2021, based on the latest report from Hootsuite.
Global growth by category+41% Groceries and personal care+27% Fashion and beauty+26% Digital music+25% Toys, hobbies & DIY+23% Video games+18% Electronics and media+20% Furniture and home decor+27% Takeaway food–51% Travel and lodgingKey insights for your 2021 marketing strategyAround 53% of the world uses social media today, making social shopping more natural than ever. Here are a few notable figures from Influencer Marketing Hub and Hootsuite:
How people are shopping online
28% discover new brands through social media ads.45% search for products directly on social platforms.69% use shopping apps on their phones, and 55% of them made a purchase.B2B takeaways73% used social media to reach new clients.64% used it to build brand awareness.45% used it to drive conversions.
Mobile firstMobile shopping led the way in 2020 and isn't slowing down—we now spend 3–4 hours a day on our phones. Make sure your shopping experience is seamless on mobile screens.
In a December 2020 study, 24% said online store content didn't fit their phone screen properly. Keep this in mind when designing ads and landing pages.Live shoppingLive shopping is on the rise. With fewer people visiting physical stores, brands need new ways to connect. Live sessions let you show the human side of your brand while engaging shoppers directly. According to Bambuser, 20% of live viewers add items to their cart. And a report from GWI found that 80% of shoppers would consider buying through a livestream.
Content that adds value
As we spent more time online in 2020, we grew pickier about what we want to see in our feeds. People want real, valuable content. In 2021, keep your messaging authentic and add a personal touch to your brand—through your voice or visuals—to truly stand out and stick in people's minds.
Customer serviceSocial shopping keeps expanding, making it easy to discover and buy directly on Facebook and Instagram. But per GWI, 3 out of 5 shoppers say poor customer service hurts their decision to buy. According to Hootsuite, shoppers expect quick, personal support on social channels. Prioritizing fast and friendly service will help you keep loyal customers and welcome new ones.
SummaryWe’re shopping online more than ever. People want safe, smooth mobile experiences and real, heartfelt content, all while caring about sustainability from product to doorstep. Meeting these digital expectations is key to giving your customers a great shopping experience—the new normal.