Navigating the eCommerce landscape is a tricky business for brands and retailers. Choosing the right platform for a product, competing or collaborating with Amazon, and whether to embrace new technology, are only some thoughts that will keep many of them up at night. But how are these brands and retailers reacting, not just to today’s demands of consumers, but to tomorrow’s tech-savvy shoppers too?

To better understand how consumers feel about the changing face of retail, Salmon, a Wunderman Commerce company, conducted research to find out what makes today’s online shoppers tick.

We asked over 3,500 consumers from the US and UK aged between 18-64, and who shop online at least once a month, about everything from automated purchasing and the dominance of Amazon, to the rise of voice-activated devices and their shifting shopper priorities.

The results found that consumers are very much primed and ready for the digital future

Shopping online is now second nature for connected shoppers

For consumers who shop online at least once a month...

43%
of their total spend is now online (uk)
49%
of their total spend is now online (us)
75%
say their use of digital shopping channels will increase in the future

Where does that leave
your brand?

If you’re serious about eCommerce, you need to know what your shoppers want. Consumer expectations are now shifting so quickly that if you don’t meet these demands – be it an appetite for voice-purchasing, free delivery or availability on Amazon – you’ll be quickly left behind.

What's most important to consumers?

64%
Price
54%
Free delivery
39%
Brand

Consumer priorities when buying products are changing, with price and free delivery now leading the charge.

this could be because of the amazon prime effect

74%
of US consumers surveyed are Prime members
35%
of UK consumers surveyed are Prime members

While delivery has always been important to online shoppers, it has never before been expected to be so fast. And Amazon has set the standard - with its Prime service.

22%
expect same-day delivery (within 12 hours)
43%
expect delivery within a day
13%
find a delivery promise of three days acceptable

what impact is amazon having?

Amazon is increasingly the shoppers’ site of choice, accounting for

52%

of total online spend in the US and 35% in the UK.

It is the gold standard for eCommerce.

the online shopper journey

Where are they most likely to start their online journey?

51%
Amazon
16%
Google
11%
eBay
7%
Retail Sites
6%
Brand Site
3%
Social Media
3%
N/A
3%
Other

Where are they most likely to purchase their product?

55%
Amazon
13%
eBay
9%
Retailer Sites

what amazon can't do #wacd

But there is pushback. It’s important to know: why do some shoppers choose not to use Amazon?

46%
they could find cheaper pricing elsewhere
25%
there were more convenient delivery options elsewhere
25%
other retailers had more attractive loyalty programs
24%
they were looking for in-store experiences

driving digital innovation

Consumers’ appetite for online shopping is only going to grow. This year 72% of consumers are more likely to shop with retailers that are digitally innovative – up from 60% in 2017.

72%

wish retailers would be more innovative in how they use digital technology to improve their shopping experience.

63%

believe they are more digitally advanced than some of the retailers and commerce services they use.

Pick up the pace!

“Hello, is it me you're
looking for?"

This innovation is fuelled by the rise of voice-activated zero UI (user interface) devices.

40% of online shoppers currently use or have used voice assistants. A further 12% say they’re likely to use them in the next year.

This next wave of eCommerce is not just around the corner. It's happening now.

what was once a futuristic concept is now a reality

Having IoT-connected devices make purchasing decisions on behalf of consenting consumers and businesses is becoming an increasingly popular channel for online shoppers year-on-year:

10%
2016
46%
2017
57%
2018

Shopping technology is already mainstream. Are you prepared for the future shopper?

this is what it will take

  • A balanced channel approach
  • Thinking creatively about new retail technology
  • Embracing and supporting the tech-savvy shopper

Further Future Shopper Resources

These are some of the key callouts on what it takes to support the future shopper.

wundermancommerce.com | salmon.com