Global Web Index reveals that, in addition to new shopp buying online, existing shoppers purchased more item online than they typically purchased in-store leading up to the pandemic
The numbers behind what South African shoppers want online are out and they are looking good 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. 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 (R77.38 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. What does this mean for marketers? 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. What’s driving the global online shopper? According to Global Web Index’ Connecting the Dots 2021 report, consumers in seven participating countries listed this as motivators that encourage their online purchasing habits: – 60% free delivery and returns
– 43% quick and easy checkout processes – 29% a brand’s community support during the pandemic – 29% an entertaining shopping experience – 28% a brand’s support of social causes – 25% the ability to virtually try on or test a product before purchase – 24% a virtual live product demonstration – 17% live Q&A sessions with product experts – 14% limited stock availability Where does South Africa stand? 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. What do South African online shoppers want? 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
