Adobe e-com study finds desire for more simplified shopping experience

Nearly 60 per cent of UK shoppers said they would switch to brands that better represent the values they hold dear, with an overwhelming majority (87 per cent) saying their values and things they care about play a greater role in how and where they choose to spend their money. Almost 40 per cent of shoppers actively seek out sustainable, environmentally responsible brands.

Hence, brands must communicate their credentials to the shopper and act on the issues they care about, whether that is being climate conscious, having ethical supply chains or having a strong track record in how they treat their employees, a blog on the Adebe website by Peter Bell said.

Ninety one per cent of UK consumers crave simplicity from their online shopping experience, with 22 per cent shoppers keen to see fewer products on the virtual shelf. In fact, more than a third only want to see products and offers that are relevant to them, demonstrating the importance of personalisation.

With a further 60 per cent interested in receiving targeted offers, there has never been a more important time for retailers to scale up personalisation as a key component of their digital strategy, the blog noted.

The study, titled ‘Getting e-Commerce Right in the 2020s’, found consumers are increasingly ‘digitally window shopping’, with 68 per cent saying they are re-visiting e-commerce sites numerous times before making a purchase. This trend of ‘micro-interactions’ typically means shoppers are browsing sites three times before making a purchase, pausing most commonly over home furnishings or clothes.

The study also reveals that 65 per cent of people are more comfortable buying big ticket items compared to a year ago, with 62 per cent of shoppers interested in using virtual reality (VR) to personalise their experience.

Fibre2Fashion News Desk (DS)