2022
9
US Path to Online Purchase Consumer Report 2022
2022-07-19T04:04:24+01:00
REP4662E296_AFF0_41E3_BD1D_44DD50D9CC7D
4400
153389
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
“Shopping online has become a critical aspect of shopping in general for consumers over the last several years. The pandemic certainly accelerated consumers’ use of ecommerce across generations, and while…
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  8. US Path to Online Purchase Consumer Report 2022

US Path to Online Purchase Consumer Report 2022

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“Shopping online has become a critical aspect of shopping in general for consumers over the last several years. The pandemic certainly accelerated consumers’ use of ecommerce across generations, and while they are returning to in-store shopping, they still use online channels for everything from discovery and research to purchasing and post-purchase interactions with brands. The coming years will see increased online engagements as innovations such as the metaverse grow, and social commerce becomes more commonplace.”
– Katie Hansen, Senior Analyst, Retail and eCommerce

This Report looks at the following areas

  • The profile of the online shopper
  • Why consumers decide to shop online
  • Where consumers begin their online shopping journey
  • Researching and purchasing behaviors
  • Post-purchase expectations and opportunities for brands
  • Reasons for impulse purchases as well as cart abandonment
  • Frustrations with the online shopping process
Collapse All
  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of ecommerce, at current prices, 2017-27
      • Figure 2: eCommerce outlook, 2022-27
    • Challenges and opportunities
    • Online window shopping leads to higher rates of cart abandonment
    • A choppy shopping journey will have consumers jumping ship
    • Evolutions in tech help brands bring experiences to consumers online
    • Key consumer insights
  3. Market Size and Forecast

    • eCommerce continues its climb, albeit at a slower pace
      • Figure 3: Total US sales and fan chart forecast of ecommerce, at current prices, 2017-27
      • Figure 4: Total US ecommerce sales and forecast, at current prices, 2017-27
  4. Market Factors

    • Consumers re-examine their budgets as inflation continues to rise
      • Figure 5: Consumer Price Index change from previous period, 2007-22
    • Younger generations are a key target market for brands online
      • Figure 6: Population by generation, 2021
    • Technological advancements change the path-to-purchase landscape
    • Online shopping can leave a wake of environmental damage in its path
  5. Competitive Strategies and Market Opportunities

      • Figure 7: Key elements of ecommerce – Ranked 1st, 2022
    • Convenience continues to be king
      • Figure 8: Key elements of ecommerce – Convenience, 2022
    • Seamless shopping gives consumers the flexibility they seek
      • Figure 9: Key elements of ecommerce – Seamless shopping, 2022
      • Figure 10: Rothy’s partners with Happy Returns
    • Personalization opportunities give brands a human touch online
      • Figure 11: Key elements of ecommerce – Personalization, 2022
      • Figure 12: Prose encourages consumers to keep updating preferences for a personalized experience
    • Technology: tech enables an elevated experience
      • Figure 13: Key elements of ecommerce – Technology, 2022
      • Figure 14: Amazon shows its option for virtual shoe try-on
  6. The Online Consumer – Fast Facts

  7. The Online Shopper Profile

    • Consumers from all backgrounds shop online
      • Figure 15: Online shopping frequency, by key demos, 2022
    • A seamless experience must expand to smartphone shopping
      • Figure 16: Devices used to shop, by key demos, 2022
    • Online shopping is intertwined with physical retail
      • Figure 17: Percentage of purchases made online, by key demos, 2022
  8. The Role of Online in the Purchase Journey

    • The online experience provides practicality and convenience
      • Figure 18: Reasons to shop online, 2022
    • Younger generations look for flexibility and control
      • Figure 19: Reasons to shop online, by generation, 2022
    • Consumers can relax as they shop online from their homes
      • Figure 20: Attitudes – Online versus in-store, 2022
    • Millennials are the most enthusiastic about shopping online
      • Figure 21: Attitudes – Online versus in-store, by generation 2022
    • Consumers shop a variety of products online with offline assistance
      • Figure 22: Products purchased, 2022
  9. Online Shopping Origin

    • Amazon commands as consumers’ starting point
      • Figure 23: Online shopping origin, 2022
    • Consumers want options, insight as they start shopping online
      • Figure 24: Reasons for origin, 2022
    • Each starting point has its own benefits
      • Figure 25: Reasons for origin, by starting location, 2022
      • Figure 26: Target and Ulta partnerships, 2022
  10. Sources of Discovery

    • Family and friends, search engines, and social media aid consumers in their discovery process
      • Figure 27: Sources of discovery, 2022
    • Social media continues to be a destination for younger generations
      • Figure 28: Sources of discovery, by generation, 2022
      • Figure 29: Shady Rays puts its product in motion
    • Parents seek out social sources to ask questions, find answers
      • Figure 30: Sources of discovery, by parental status, 2022
  11. Research Behaviors

    • Consumers incorporate a variety of sources when researching products
      • Figure 31: Sources of information, 2022
    • Women seek out opinions from community; men look for authenticity
      • Figure 32: Sources of information, by gender, 2022
    • Basic understanding is the first key to a successful purchase journey
      • Figure 33: Research behaviors, 2022
    • Emphasize clarity, transparency with women
      • Figure 34: Research behaviors, by gender, 2022
    • Younger consumers seek an elevated research experience
      • Figure 35: Research behaviors, by generation, 2022
  12. Purchase Behaviors

    • Price, matching the right need, and the brand relationship drive purchases
      • Figure 36: Motivations to purchase an item, 2022
    • Millennials look for brands that offer flexibility
      • Figure 37: Motivations to purchase an item, by generation, 2022
    • Websites remain most popular for purchasing
      • Figure 38: Preferred purchase method, 2022
    • Younger generations branch outside of websites
      • Figure 39: Preferred purchase method, by generation, 2022
    • Traditional payment methods remain the priority for consumers
      • Figure 40: Preferred payment method, 2022
    • Younger consumers are more likely to seek out alternative payment options
      • Figure 41: Preferred payment method, by generation, 2022
  13. Post-purchase Process

    • The brand experience continues after a consumer makes a purchase
      • Figure 42: Post-purchase follow-up, 2022
    • Gen Z, Millennials see value in a continuous conversation with brands
      • Figure 43: Post-purchase follow-up, by generation, 2022
    • Give parents a reason to feel good about their purchases
      • Figure 44: Post-purchase follow-up, by parental status, 2022
    • The delivery and return experience factors into the purchase journey
  14. Impulse Purchases

    • Value is at the center of impulse purchases
      • Figure 45: Impulse purchases, by gender, 2022
    • Higher household incomes are more receptive to impulse purchase drivers
      • Figure 46: Impulse purchases, by household income, 2022
  15. Cart Abandonment

    • Price, window shopping increase chances for cart abandonment
      • Figure 47: Reasons for cart abandonment, 2022
    • Women consider if they need an item; men consider if they have the best item
      • Figure 48: Reasons for cart abandonment, by gender, 2022
  16. Online Shopping Frustrations

    • Transparency is the number one desired feature from brands
      • Figure 49: Frustrations with online shopping, 2022
    • Parents want to move smoothly through the online journey
      • Figure 50: Frustrations with online shopping, by parental status, 2022
  17. Attitudes toward Online Shopping

    • Provide consumers with control, flexible options as they shop online
      • Figure 51: Attitudes – Delivery, returns, reorders, 2022
    • Gen Z is impatient with their deliveries
      • Figure 52: Attitudes – Delivery, returns, reorders, 2022
    • Consumers find fun as they shop online
      • Figure 53: Attitudes – Online shopping enjoyment, 2022
    • Put human touches on a digital environment
      • Figure 54: Attitudes – The brand relationship, 2022
      • Figure 55: Branch Basics taps into storytelling to connect with consumers
    • Younger consumers take advantage of ways to get to know a brand online
      • Figure 56: Attitudes – The brand relationship, 2022
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
  19. Appendix – The Market

      • Figure 57: Total US ecommerce sales and forecast, at inflation-adjusted prices, 2017-27

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