While e-commerce has long been a part of the modern digital revolution, pandemic-related global lockdowns significantly accelerated online shopping activities and saw global e-commerce growing by 32% in 2020. According to Shopify, the industry is expected to total as much as $4.89 trillion in 2021.
Global Web Index reveals that, in addition to new shoppers buying online, existing shoppers purchased more items online than they typically purchased in-store leading up to the pandemic. In fact, McKinsey & Company estimates that consumers were thrust into five years of digital adoption in a matter of only eight weeks.
Oberlo states there were 4.66 billion active internet users at the start of 2021. It adds that 92.2% of internet users visit online stores, 81.8% conduct online product or service searches, and 78.6% follow through with their purchases.
Insights from Deloitte suggest that the increase in online purchases presents new opportunities for marketers, with e-commerce taking centre stage as a necessity in a modern digital marketing strategy.
From diversifying across channels, taking heed of the power of video, engaging with consumers, to swaying consumers’ purchasing decisions through the use of influencers, there are several strategic opportunities that marketers can harness for e-commerce success.
While traditional brick-and-mortar businesses may be picking up, the retail space as it was once known has changed forever, and e-commerce is showing no signs of slowing down, compelling companies to adapt and embrace the digital possibilities.
While e-commerce has long been a part of the modern digital revolution, pandemic-related global lockdowns significantly accelerated online shopping activities and saw global e-commerce growing by 32% in 2020. According to Shopify, the industry is expected to total as much as $4.89 trillion in 2021.
Global Web Index reveals that, in addition to new shoppers buying online, existing shoppers purchased more items online than they typically purchased in-store leading up to the pandemic. In fact, McKinsey & Company estimates that consumers were thrust into five years of digital adoption in a matter of only eight weeks.
Oberlo states there were 4.66 billion active internet users at the start of 2021. It adds that 92.2% of internet users visit online stores, 81.8% conduct online product or service searches, and 78.6% follow through with their purchases.
Insights from Deloitte suggest that the increase in online purchases presents new opportunities for marketers, with e-commerce taking centre stage as a necessity in a modern digital marketing strategy.
From diversifying across channels, taking heed of the power of video, engaging with consumers, to swaying consumers’ purchasing decisions through the use of influencers, there are several strategic opportunities that marketers can harness for e-commerce success.
While traditional brick-and-mortar businesses may be picking up, the retail space as it was once known has changed forever, and e-commerce is showing no signs of slowing down, compelling companies to adapt and embrace the digital possibilities.
According to Global Web Index’ Connecting the Dots 2021 report, consumers in seven participating countries listed the following factors as motivators that encourage their online purchasing habits:
free delivery and returns
quick and easy checkout processes
a brand’s community support during the pandemic
an entertaining shopping experience
a brand’s support of social causes
the ability to virtually try on or test a product before purchase
a virtual live product demonstration
live Q&A sessions with product experts
influencer recommendations
limited stock availability
Independent technology market research organisation, World Wide Worx, asserts that South Africa’s e-commerce figures increased by 66% in 2020, with the total online retail amounting to R30,2 billion. These figures are more than double the number reached in 2018 (R14,1 billion) and 50% higher than the forecast for 2020 three years prior.
According to Deloitte Digital’s Digital Commerce Acceleration report, South African consumers have begun to dedicate more time to e-commerce, with over 70% claiming to shop online at least once a month. They dictate their online shopping preferences based on a variety of factors, and regardless of their segment or category, these foundational factors should be considered in a digital commerce offering.
Want efficient checkout transactions
Consumers demand an effortless online shopping experience that includes options to suit their preferences, such as delivery and payment alternatives. Brands considering e-commerce should invest in intuitive and easy-to-navigate checkouts to provide a fast and seamless shopper and user experience.
Say high delivery fees influence their decisions
Online shopping is regarded as more expensive than traditional means owing to the often costly delivery fees. Not all consumers have the same financial freedoms as others, and brands should therefore offer different delivery options to suit their preferences, with more cost-effective means taking longer to reach their destinations as opposed to expensive priority ones.
Highlight customer service as a priority
Consumers want to partner with brands that offer fast response times and provide open lines of communication throughout the shopper journey even in areas such as refunds and complaints. Brands must strive to communicate and offer consumers the support they want across all channels, including social media.
Are concerned about poor online payment security
Are concerned with the lack of personal data protection
In today’s digital world, abiding by the regulations set in the recent implementation of the Protection of Personal Information Act (POPI) is just the start of securing consumer trust, and all e-commerce brands should have the necessary security platforms in place to ensure the protection of consumers’ sensitive personal and financial data.
Want easier return and refund policies
Are apprehensive about shopping at retailers with challenging returns policies
Brands need to earn consumers’ trust, and a clear and concise returns or refunds policy does just that. It also promotes a sense of choice, safety and security in an environment where products simply cannot be looked at or handled before being purchased.
Regard trust as a key attribute
Consumers want to shop with an online retailer with a trustworthy reputation, built through peer/online recommendations, prior effortless experiences, or superior consumer/brand experiences. Brands must convey authenticity, and consider brand-focused advertising to bolster consumer trust and confidence.
Looking to develop a marketing strategy that takes the modern online shopper into account? Send an email to info@eclipsecomms.com and one of our experts will be in touch.
Eclipse Communications is an adaptive and agile full-service communications agency with a strong track record and wealth of experience across Arts & Entertainment, Consumer & Lifestyle and Corporate clients.
We are one of South Africa’s fastest growing, independent communications agencies, acknowledged as the Best Large PR Consultancy at the 2020 PRISM Awards and Public Relations Agency of the Year at the fm AdFocus Awards 2020.
Over our 20+ year history, we have evolved our service offering to include digital media strategy and execution, reputation management, content creation, influencer management and relations, event management and production, to name a few.
+27 86 132 5472
info@eclipsecomms.com
Charlton House, Hampton Office Park, 20 Georgian Cres E, Bryanston East, Johannesburg, 2191
+27 86 132 5472
info@eclipsecomms.com
8 Kloof Street, Buitenkloof Studios, Unit 603 and 605, Cape Town CBD, 8000
Zaona Rabetsitonta-Bahadoor
+230 5704 4913
zaona@eclipsecomms.com
Eclipse communications ensures all information is secure, private and will not be sold or distributed.
Eclipse Communications is an adaptive and agile full-service communications agency with a strong track record and wealth of experience across Arts & Entertainment, Consumer & Lifestyle and Corporate clients.
We are one of South Africa’s fastest growing, independent communications agencies, acknowledged as the Best Large PR Consultancy at the 2020 PRISM Awards and Public Relations Agency of the Year at the fm AdFocus Awards 2020.
Over our 20+ year history, we have evolved our service offering to include digital media strategy and execution, reputation management, content creation, influencer management and relations, event management and production, to name a few.
+27 86 132 5472
info@eclipsecomms.com
Charlton House, Hampton Office Park, 20 Georgian Cres E, Bryanston East, Johannesburg, 2191
+27 86 132 5472
info@eclipsecomms.com
8 Kloof Street, Buitenkloof Studios, Unit 603 and 605, Cape Town CBD, 8000
Zaona Rabetsitonta-Bahadoor
+230 5704 4913
zaona@eclipsecomms.com
Eclipse communications ensures all information is secure, private and will not be sold or distributed.
Please provide us with your information and we will get back to you as soon as we can.
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