Growing internet access and improvements in online security have allowed South African consumers to feel more comfortable with online shopping. Today, around 23% of local shoppers make a purchase at an eCommerce store at least once a month. With a wealth of information and options at their fingertips, these consumers are also becoming more selective about when, where and how they shop online.
Consumer behaviour is constantly in a state of flux, and brands wishing to stay competitive need to continuously adjust their eCommerce marketing objectives to meet customers’ shifting expectations. To help South African eCommerce websites identify the main factors that shape online shopping behaviour, this article –written in collaboration with PayU – summarises the key takeaways from a recent consumer survey by KPMG.
The data was gathered from over 18,000 consumers across 51 countries and the results present a unique opportunity for eCommerce brands to align their online strategies with the shopping preferences and behaviours of their target market.
Lower price is the biggest driver of sales:
When asked what influences their decision to shop at a particular brand, 57% of those polled indicated they would go for the online retailer with the lowest price. The other major factors that would encourage them to shop from a website include enhanced delivery options (43%) and no-fuss return policies (40%). With regards to product availability, there appears to be generational differences in the data; only 28% of millennials surveyed perceived product availability as important, while the ability to see real-time product availability was more prevalent in Gen Xers (28%) and Baby Boomers (37%). Online shopper (1)A secure online environment is key to consumer confidence
While online shopping offers almost endless opportunities for the customer, some may still be reluctant to complete a transaction, especially on an unknown eCommerce site. This is why winning the trust of customers and fostering a relationship of confidence are essential components of brand loyalty.
In terms of earning trust, consumers indicated that their faith in online brands is based mostly on a website’s ability to protect their data and information (according to 63% of respondents). Baby Boomers were most concerned with security issues (71%) followed by Gen Xers (66%). While a less concerning issue for Millennials (56%), data protection was still a key influencer for earning their trust.
Old school loyalty incentives are still trending:
When today’s savvy consumer discovers an online retailer that meets their demands to their satisfaction, they normally stick to that brand and will not hesitate to share their brand experiences with other shoppers. How can South African e-tailers get these types of customers on board and drive brand loyalty in an increasingly competitive market?
It appears that traditional concepts such as customer support and reward programmes still matter. The survey reveals that excellent customer support counts as the biggest force behind brand loyalty, with 65% of the respondents agreeing. This was followed by 45% of participants saying that exclusive promotions and offers will motivate continued support while 37% of respondents voted for loyalty or membership programmes.
Key points for eCommerce site owners:
Consumers are increasingly on the hunt for lower prices and the best deals.
By implementing the right pricing strategy (through cost and value-based pricing models and discounts), online retailers can increase profitability and stay ahead of competition.
Exceed consumers’ expectations when it comes to convenience.
Shoppers already know that the benefits of online shopping exceed that of offline retailing.
Source: itnewsafrica.com read more Staff Writer
With over 21 years of experience, I specialise in designing and developing custom e-commerce websites and mobile apps for clients seeking to establish an online presence. I assist clients in building tailored e-commerce solutions and provide training on managing the backend, empowering them to run their online businesses independently.
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