E-commerce boomed in 2020: Key user behavior insights you should know
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E-commerce took off last year and, due to the pandemic, growth spiked across multiple product categories. In this post, we'll share the latest stats and valuable insights for 2021 to keep in mind for your marketing strategy.
Retail has changed a lot lately, driven by our shifting shopping habits. We shop very differently compared to twenty years ago when Amazon launched and kickstarted e-commerce. Digitalization and the pandemic have kept consumers away from physical stores, causing online shopping to explode. In Sweden, we've bought more groceries, children's products, and toys according to the e-barometern. Shipping has also improved with smoother home delivery options—something many businesses didn't even offer before. According to The 2020 Facebook Christmas Package, Generation X and older consumers contributed the most to this e-commerce growth in 2020.
Here is some interesting global e-commerce data from the latest Hootsuite report, along with upcoming trends for 2021.Global growth by product category+ 41% Groceries & personal care+ 27% Fashion & beauty+ 26% Digital music+ 25% Toys, hobby & DIY+ 23% Video games+ 18% Electronics & traditional media+ 20% Furniture & home decor+ 27% Food delivery– 51% Travel & accommodationInsights for your 2021 marketing strategyToday, about 53% of the world's population uses social media, which is boosting social shopping. Here are some key numbers from studies by Influencer Marketing Hub and Hootsuite.
Social media user behavior
28% discover new brands through social media ads.45% search for products on social networks.69% have used a shopping app on their phone, and 55% made a purchase through it.B2B stats73% used social media to reach new customers.64% used social media to build brand awareness.45% used social media to drive conversions.Mobile firstMobile shopping dominated in 2020 and is here to stay, with people spending 3 to 4 hours a day on their mobile devices. Make sure your marketing is optimized so your audience can easily buy on their phones.
A December 2020 survey showed that 24% felt e-commerce content didn't fit properly on mobile screens—something to keep in mind for your ad designs.Live shoppingAn exciting trend in B2C is live shopping. With fewer people visiting physical stores, the typical bond between brands and customers has weakened. Try live shopping to connect with your audience and show a genuine, human side of your brand. According to Bambuser, 20% of live shopping viewers end up adding items to their cart. Additionally, a GWI report shows that 80% of consumers would consider buying products through live streams.
Valuable content
We spent more time online in 2020, making us more selective about what we see while scrolling. We want high-quality, valuable content—and you need to deliver this in 2021. Focus on messaging that truly connects with your audience, and add a personal touch to your brand through your voice and visuals. This will help you stand out and keep your brand memorable.Customer serviceSocial shopping is booming now that users can browse and buy directly on Facebook and Instagram. However, a GWI report shows that 3 out of 5 shoppers experience poor customer service, which directly hurts sales. B2C shoppers expect quick, personal support on social media, according to Hootsuite. Prioritizing great social customer service is key to keeping your current customers and winning new ones.SummaryWe are shopping online more than ever. This trend is here to stay because we look for safe, flexible shopping options that work flawlessly on mobile. We want content that connects with us and we care about sustainability from product to delivery. Brands need to adapt to this digital shift to keep offering great shopping experiences—the new normal.
