{"id":137540,"date":"2023-11-29T20:00:45","date_gmt":"2023-11-29T20:00:45","guid":{"rendered":"https:\/\/rithum.com\/blog\/4-trends-revealed-in-our-2023-consumer-survey\/"},"modified":"2023-12-14T21:43:20","modified_gmt":"2023-12-14T21:43:20","slug":"4-trends-revealed-in-our-2023-consumer-survey","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/au\/blog\/4-trends-revealed-in-our-2023-consumer-survey\/","title":{"rendered":"4 Trends Revealed in Our 2023 Consumer Survey"},"content":{"rendered":"

What do consumers want? How do their expectations change across the globe? What can you do to make your e-commerce program thrive in the coming year?<\/p>\n

Brands and retailers spend their whole careers chasing down answers to these questions \u2014 but we\u2019ve revealed them in our 2023 global online survey results.<\/p>\n

Our\u00a02023 Online Consumer Behaviour Global Report<\/a>\u00a0covers the trends shaping global e-commerce today with survey findings (in partnership with Dynata) from over 6,000 consumers worldwide. The report reveals insights on everything from search and discovery habits to delivery and return expectations.<\/p>\n

If you missed our\u00a0recent webinar<\/a>\u00a0on the report findings, here\u2019s a recap of the four biggest trends facing today\u2019s e-commerce industry across the US, UK, Germany, France, Sweden, Denmark and Australia.<\/p>\n

Trend 1: Consumers Take a Multichannel Approach<\/b><\/h2>\n

The majority of online shoppers (72%) now visit between two and four websites (whether search engines, marketplaces or brand websites) on their buying journey. Consumer electronics buyers are the most savvy shoppers, as an astounding 91% visit two or more sites before purchase.<\/p>\n

This indicates increasing fragmentation in an already fragmented industry. Consumers are consistently shopping around to find the best product quality, prices and customer experience \u2014 and they\u2019re willing to jump ship at the first sign of subpar selling.<\/p>\n

Our recommendation? Join them in their multichannel approach. It doesn\u2019t necessarily mean you must extend your presence to\u00a0hundreds of marketplaces<\/a>. Instead, use a diverse set of tactics including retail media and social media marketing to simply remind shoppers of your brand. After all, a whopping 89% of consumers across age groups now \u201cwindow shop\u201d on retail sites without the direct intent to purchase.<\/p>\n

Trend 2: Marketplaces Dominate Online Shopping<\/b><\/h2>\n

Consumers across the globe are increasingly comfortable shopping on marketplaces. Like an online department store, marketplaces are a \u201cone-stop shop\u201d for consumers, offering diverse product catalogues, safe transactions and convenient ordering. German consumers are among the heaviest marketplace users, as 83% regularly visit multiple marketplaces. Thirty percent of Swedish consumers even visit\u00a0four<\/i>\u00a0or more online marketplaces at a time.<\/p>\n

It\u2019s not all about purchasing, though. Marketplaces have become popular destinations for browsing, shopping and buying. Of course, this fluctuates by age, as more than 75% of consumers under 45 conduct these diversified marketplace activities on two or more channels.<\/p>\n

It may also depend on a consumer\u2019s desired product, as 84% of consumers regularly use multiple marketplaces to browse, shop and buy when looking for:<\/p>\n