As manufacturers and retailers seek to capitalize on the opportunity of e-commerce, they need to understand consumers’ online usage, behaviour and habits, as well as what’s driving e-commerce adoption.
Brits are increasingly turning to the internet to buy products that they would have previously bought in person. The recent Nielsen’s Global Connected Commerce report states that 95% of the U.K.’s shoppers are buying products online due to improved convenience and timely delivery guarantees.
It’s undisputed that internet accessibility, mobile technology and digital innovations are redefining consumers every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyle well into the future.
Global FMCG retail is pegged at $4 trillion today, growing at a rate of just 4%, with signs of continuing sluggish performance in developed markets. On the other hand, total retail e-commerce is predicted to grow by 20% (combined annual growth rate) to become a $4 trillion market by 2020.
As the e-commerce channel expands, the future success of brands will be significantly affected by how successful they are online. As increasingly time poor consumers seek convenience and on-the-go purchases, online sales of FMCG will gain more importance.
As connected commerce continues to gain momentum globally, it’s increasingly important that retailers make online shopping as simple as a routine trip to the store, even if they’re browsing from the other side of the globe—and offering the right method of payment is critical.
In the emerging age of tap and go, mobile payments offer the promise of greater convenience and security for consumers, as well as entirely new ways for consumers and brands to engage with one another. What are the opportunities for consumers and brands from the connection of payments to a range of other digital activities on their phones? Louise Keely offers key insights.
For retailers, e-commerce is only one part of the digital picture. A complete digital strategy includes interaction at every point along the path to purchase. Digital touch points occur both in and out of stores, and consumers are increasingly using technology to simplify and improve the process.