Food, formerly a niche product, has dethroned fashion and shoes as the category most often purchased online.
An omnichannel approach has become an essential ingredient in e-tailers’ success, obliging them to develop an online offering and appropriate delivery methods (e.g. Click & Collect) to continue selling their merchandise during the health crisis.
In order to maintain momentum, e-commerce must stretch itself to meet the needs and expectations of varying groups of buyers, from aficionados to seniors. The senior e-shopper, a relatively new profile with a traditional shopping style, offers buying power that justifies e-tailers’ investment in their onboarding and positive online experience.
The desire to set a time for delivery is very important to buyers, as it meets new needs in post-pandemic lifestyles such as home office life. Next-day delivery continues to grow in popularity, especially for perishables. Contactless delivery as well as multiple delivery choices are also key.
Sustainability must be an active constant for all e-commerce players as e-shoppers research eco-friendly products and services.
With health restrictions and lockdowns closing access to traditional retail stores, Covid-19 has fast-forwarded e-commerce across the globe three to five years ahead of what the industry was prepared for. In the EU alone, 15 million new e-shoppers appeared in 2020 vs 2019.
In only a few months, we’ve witnessed great transformation.
Until 2019, the e-commerce space was highly concentrated. This reality changed in 2020: occasional e-shoppers became regular buyers, as their frequency of purchase increased; coupled with the arrival of new e-shopper profile: the senior e-shopper.
Product category preferences have also shifted drastically, while the growing trends of conscious consumerism and sustainability have gained further momentum.
Find out more about e-shoppers' habits in Europe
Discover our e-shopper barometer brochure 2020
