7 aspects of customer behaviour that are shaping the new era of ecommerce (episode 2 of 7)

In this Episode 2, we will explore how the pandemic has transformed consumers' shopping habits, making them more demanding and informed. We will discover the impact of these new expectations on e-commerce sites, the influence of giants like Amazon on customer experience standards, and the importance for businesses to adopt modern technologies to satisfy these now savvy customers.

Consumers have tried out numerous websites during lockdown. They know what they should expect in terms of a shopping experience, and they’re prepared to say when they’re disappointed. To avoid this, ecommerce sites must improve the customer experience and use to simplify, streamline and accelerate the product search and purchasing process.

2.Customers are digitally mature

NEW SHOPPING HABITS ESTABLISHED FOR THE FUTURE
The pandemic led to a sharp rise in online shopping, particularly since shops selling non-essential products were closed. French consumers also tried shopping online for products that they hadn’t previously considered: 19% have bought grocery products online for the first time during lockdown, and almost a third of those confirm that they will continue to shop online more in the future, according to research by Forrester. More generally, 72% of French consumers have bought more groceries online during the pandemic and 90% confirm that they will do so in the future, according to a European study by PWC. This increase in transactions shows that concerns about ecommerce have reduced: 10% of people have made payments online for the first time and Paypal has achieved its best quarter ever.

SHOPPING EXPERIENCES DICTATED BY ECOMMERCE GIANTS
It’s difficult not to mention Amazon when you’re talking about online sales, because it has already conquered a large part of the French market: almost 22 million French people (that’s one in three) shop on the American giant’s website. During the pandemic, Amazon’s growth has not been as fast as that of ecommerce overall in France, according to Kantar, given the increase in sales of grocery products, but the French are nevertheless used to shopping on the site, which is regarded as a model for online selling. French consumers place an average of ten orders with Amazon per year, which is 30% of their annual online orders.

The result is that a third of consumers have been able to experience, via Amazon, excellent customer service and a simple and personalised shopping experience, and they have come to expect that same level of quality on other ecommerce sites.

RAISED EXPECTATIONS CAN LEAVE CUSTOMERS DISAPPOINTED
All of these shopping experiences have empowered customers who understand good service and won’t revisit sites that have disappointed them - 58% of French consumers feel let down by their shopping experience, according to a Kameleoon study from May 2020. There are many reasons for this disappointment, and it is true that the surge in online transactions and border closures have led to stock shortages, long delivery delays, and problems in contacting customer service. But the disappointment reveals in this study above all concerns the experience of the shopping journey itself; including a lack of personalization and a failure to respond to the specific needs of the customer.

NOT ALL BUSINESSES HAVE FOLLOWED THE RIGHT PATH
The disappointment felt by customers during their online shopping can be explained by the lack of investment by some businesses in modern technology. While the majority very quickly posted informative messages during Covid-19, not all made the significant changes needed to improve the customer experience. It is a risky strategy to disappoint internet users: almost 4 out of 10 state that they would use brands less or not at all if they have a low quality experience or one that does not meet their specific expectations.

BEST PRACTICES
To satisfy a digitally mature customer, ecommerce sites must improve the shopping experience. At each stage of the journey, starting with the product search, customers want to be given reliable information, go through each stage of the process simply and smoothly, not have to reenter data, and to have a variety of payment options.

Don't miss the following episodes:

3. Customers want to be recognised 
The digital maturity of customers is demonstrated by a desire for greater personalisation 
4. Customers have a social conscience 
The environment matters to today’s consumer 
5. Customers want to talk more 
The digital maturity of customers can be seen in their use of voice technologies 
6. Customers are social Customers are increasingly influenced by and attracted to social commerce 
7. Customers are local and omni-channel 
The combination of lockdowns and environmental awareness has influenced consumer shopping trends

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