2020 could be the most disruptive year for global e-commerce (up 22%), driven by the massive shift from offline to online during the pandemic and the development of delivery services.
More than 50 percent of respondents in the GroupM and Kantar survey admitted that advertising gives them ideas for new purchases.
Analysts’ conclusions:
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Online accounts for 66% of retailers’ interactions with shoppers; about 37% of consumers viewed store sites and apps before making a purchase; second most popular was search results (28%), and third most popular was email advertising (21%).
Offline plays a smaller role in contact with the consumer: 18% make the decision to buy directly in the store, and 17% see ads on TV or in the newspapers.
66% of online users choose a retailer based on convenience, while 47% consider the price of a product, but the more important criteria for the audience were assortment (52%) and own purchasing power (57%).
About 54% of respondents admitted that online ads and promotions reminded them of what they needed or suggested an idea to purchase a product. 20% of respondents said that advertising was useful in the shopping process.
72% of e-commerce respondents believe Facebook is the best digital marketing channel, with Google 67%, Instagram 61%, and Twitter 50% of the vote.
Marketers in e-commerce increased spending on social media marketing (19%) email, (15%), advertising on YouTube (13%) and search engines (12%), and about 90% of professionals in general reported increasing their budgets on at least one media channel.
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What to look for to get even more out of e-commerce:
Advanced user experience
More accurate targeting of consumers
Extended range of options for advertising creativity
Improvement of logistics of delivery of goods