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The Future Shopper Report 2023

信息技术2023-06-28VML，

AI智能总结

"Future Shopper Report 2023" Insights

Key Takeaways:

Global Trends in Online Shopping:
- Post-Pandemic Impact: Consumers' online shopping habits have settled post-COVID disruptions, showing a consistent pattern compared to previous years.
- Growth and Strategy: Online shopping continues to grow but at a slower pace compared to previous years. Businesses should prioritize a "digital-first" approach and adapt to an increasing number of sales channels.
Impact of Working from Home (WFH):
- Increased Online Activity: 65% of consumers shop more online due to WFH.
- Research and Discovery: 66% of global shoppers spend more time researching purchases and discover new brands and retailers.
- Desired Future Work Habits: 66% of consumers wish for more working from home in the future.
Omni-channel Shopping:
- Seamless Experience: 56% of consumers seek seamless communication across digital and physical channels.
- Preference for Multi-channel Retailers: 60% of global shoppers prefer retailers with both digital and physical presence.
The Customer Journey:
- Digital Dominance: 64% of inspiration comes from online sources.
- In-store Influence: 24% of consumers use in-store browsing for inspiration.
- Online Search: 71% of the search process occurs online.
Marketplace Dynamics:
- Dominant Channel: Marketplaces remain the primary channel for inspiration and product search.
- Marketplace Expansion: 51% of global consumers consider marketplaces for utility purchases, and 42% for dating apps.
- Resurgence of Physical Retail and D2C Brands: Physical stores regain prominence as the second most preferred channel for inspiration and search, alongside a resurgence in direct-to-consumer (D2C) brand sites.
Price Sensitivity and Service Demand:
- Primary Drivers: Price is the primary driver for online decision-making, followed closely by service quality.
- Consumer Expectations: Super-fast delivery, easy and free returns, and product availability are critical expectations from consumers.
Challenges and Opportunities:
- Online Experience: Consumers demand high-quality online experiences, including seamless transitions between digital and physical channels.
- Sustainability and Ethics: Sustainability, ethics, and purpose are key factors influencing purchase decisions, with a growing preference for environmentally friendly options.
Digital Transformation:
- Reinventing Physical Products: There's a trend towards reimagining physical products for both digital and physical environments.
- Avatars and Virtual Experiences: Avatars and virtual experiences are gaining importance, reflecting a shift towards digital realities.

Recommendations:

Prioritize a digital-first strategy.
Enhance omnichannel capabilities to meet consumer expectations.
Focus on improving online shopping experiences.
Integrate sustainability practices into business strategies.
Adapt to changing consumer preferences regarding work and shopping habits.
Explore innovative opportunities within marketplaces for expansion and diversification.

THEFUTURESHOPPERREPORT2023 Aglobalreportofferinganunparalleledviewintotheworldofonlinecommerceandshoppingbehaviortohelpbusinesseswinonline,surveying31,000+consumersacross18internationalmarkets. 7THEDITION 31,647CONSUMERS///18COUNTRIES UK NETHERLANDS POLAND USFRANCE JAPAN MEXICO COLOMBIA BRAZIL SPAIN GERMANY UAE INDIA CHINA THAILAND AUSTRALIA ARGENTINA SOUTHAFRICA 2 INTRODUCTION Welcometothe7theditionofour“FutureShopper”report,offeringanunparalleledglobalviewintothehabitsofonlineshoppers.Likelastyear,thisreportcovers 18countriesandover31,000consumers,givingusatrulyglobalviewofonlineshoppingbehaviors. Wehavenowenteredanerawhichwecancall“post-COVID-19”,butmuchofthecollateraldamageremains,withthescarsinretailstillpresent.Andwhilewemighthavehopedthatbeingpost-pandemicwouldhavecoincidedwithasenseofpeaceandharmony,itfeelsliketheworldisinevengreaterturmoilthanbefore–bethatbecauseofthewarinUkraine,othergrowinggeo-politicaltensions,inflation,orthecost-of-livingcrisis… So,howisthisallaffectingthewayconsumersshoponline,andwhatdoesitmeanforbrands,retailersandmarketplaces? Theover-ridingaimofourFutureShoppersurveyistohighlightthetrendsthatbusinessesneedtobestrategicallyplanningfor,andactupon.Andtocutthroughtheopinionsandstoriestofindthefacts. Wehopeyouenjoythisreport,andremember,youdon’tneedtoreadeverypagetounderstandthestory,aswe’vepackagedupboththeheadlines,andacondensedversionofthereport. METHODOLOGY TheresearchwasconductedbyCensuswide,with31,647onlineshopperswhoshoponlineatleastonceamonthinthefollowingmarkets:UK,US,France,Spain,China,Japan,Australia,Brazil, Argentina,Mexico,Colombia,India,Poland,UAE,Netherlands,Germany,SouthAfricaandThailandbetween06.04.2023–20.04.2023.CensuswideabidebyandemploymembersoftheMarketResearchSocietywhichisbasedontheESOMARprinciples. HUGHFLETCHER GLOBALMARKETINGDIRECTORANDTHOUGHTLEADERSHIPLEAD 3 CONTENTS 3INTRODUCTION 5THEHEADLINESYOUNEEDTOKNOW 8THEFUTURESHOPPERCONDENSED 10SECTION1: CHANGINGCONSUMERS,CHANGINGBEHAVIORS 24SECTION2: WORKINGFROMHOME(WFH) 30SECTION3: THECUSTOMERJOURNEY 36SECTION4: THECUSTOMERJOURNEYBYINDUSTRY 44SECTION5: ONLINEPURCHASINGINMOREDETAIL 50SECTION6: GETTINGTHEEXPERIENCERIGHT 68SECTION7: MARKETPLACES 76SECTION8: SOCIALCOMMERCE 88SECTION9:SUSTAINABILITY 94SECTION10: NEWCHANNELS,TECHNOLOGIES,ANDTHEFUTURE 102SECTION11: GAMINGCOMMERCE 107CONCLUSION 108HOWWECANHELPYOU 4 THEB2CFUTURESHOPPERREPORT2023:THEHEADLINESYOUNEEDTOKNOW 5 3.NEWWAYSOFWORKINGAREALSOIMPACTINGHOWWESHOP. WFHischanginghowweresearchpurchasesonline,theretailersandbrandsweareloyalto,andwhereweultimatelyspendourmoney. Whatdoesthismeanforyou?Areyouclearwhatimpactanew,moreonlineshopperwillhave onyourbusiness,loyaltytoyourbrandorretailer,andthechannelsthroughwhichyousell? THEHEADLINESYOUNEEDTOKNOW... 1.THEONLINEWORLDANDCONSUMERBEHAVIORSARESTARTINGTO SETTLEFOLLOWINGTHEPANDEMIC-RELATEDDISRUPTION. Oneofthekeyobservationsthisyearisaconsistencyofdatawithlastyear.Thisisstrikinggiventhehugeyear-on-yeardatachangeswehaverecordedsince2020. Whatdoesthismeanforyou?Isyourstrategyin-linewithallcurrenttrends,andareyouaccuratelypredictinghowconsumerswillengagewithyouinthefuture? 2.ONLINESHOPPINGREMAINSSTRONG,ANDWILLGROW. …butwehavenotseenhugeYOYgrowthinonlineshoppingsincelastyear.However,largegrowthisscheduledoverthenext10years,sobusinessesmustthinkonline-first,andfocusonenablingsalesacrossanever-increasingnumberofchannels. Whatdoesthismeanforyou?Isyourbusinessplanningandacting“digital-first”andchangingprocessesandorganizationalstructurestoreflectthesetrends? 4.WE’VEWELCOMEDTHERETURNTOPHYSICALSTORES. Themajorityofconsumersstillfavorretailersandbrandswithphysicalanddigitalstores,andinthesearchandinspirationphasewehaveseenthere-emergenceofphysicalstorestobekeyduringthepurchaseprocess. Whatdoesthismeanforyou?Reviewyourbalancedchannelstrategy.Doesitallowconsumerstoseamlesslyshiftacrosschannels,andacrossdigitalandphysical? 5.MARKETPLACESCONTINUETODOMINATETHECUSTOMERJOURNEY,EXPERIENCEANDSERVICE. Buttheshareofspendpercentagesisnotgrowing,andtherearesignsofrecoveryforD2Cbrands,whohaveaddressedtheirissueoflosingconsumersduringthepurchasephase. Whatdoesthismeanforyou? Isyourmarketplacestrategydeliveringwhatitneedsto?Isyourcontentoptimizedtomakeyoustandoutfromthecrowd?Andhowareyouremainingconnectedtoyourconsumers? 6 8.SOCIALCOMMERCEHOLDSHUGEFUTUREPOTENTIAL. Consumersconsistentlytellustheywilluseitmoreinfutureasapurchasechannel.Thisisencouraging,giventhatmanyofthefrictionpoints,suchasin-apppurchasing,andfull back-endintegration,areyettobecompletelyrealized. Whatdoesthismeanforyou?Doyouhaveasocialcommercestrategy?Areyouthinkingabouttechnologyandintegratingyourback-endsystems? 10.THEWORLDISDIGITIZING,ANDWESHOULDTHINKMOREDIGITALLYANDOUTSIDEOFOURPHYSICALLIMITATIONS. …astherearenowmoredigitalproducts,moredigitalplatforms,andmoreconsumerswhobelievetheiravatarsarejustasimportantastheirfleshandbloodbodies.Thefuturewillbeonewherephysicalproductsandserviceswillbereinventedtoworkinthedigitalandphysicalworld. Wh

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