“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
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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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
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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
- eCommerce continues its climb, albeit at a slower pace
-
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
- Consumers re-examine their budgets as inflation continues to rise
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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
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The Online Consumer – Fast Facts
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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
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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
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- Figure 22: Products purchased, 2022
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Online Shopping Origin
- Amazon commands as consumers’ starting point
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- 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
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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
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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
- Consumers incorporate a variety of sources when researching products
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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
- Price, matching the right need, and the brand relationship drive purchases
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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
- The brand experience continues after a consumer makes a purchase
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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
- Value is at the center of impulse purchases
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Cart Abandonment
- Price, window shopping increase chances for cart abandonment
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- 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
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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
- Transparency is the number one desired feature from brands
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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
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- Figure 53: Attitudes – Online shopping enjoyment, 2022
- Put human touches on a digital environment
- Figure 54: Attitudes – The brand relationship, 2022
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- 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
- Provide consumers with control, flexible options as they shop online
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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Appendix – The Market
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- Figure 57: Total US ecommerce sales and forecast, at inflation-adjusted prices, 2017-27
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