While there has been a natural uptick in how often people shop online, consumers’ digital habits have started to stabilise. Digital commerce will reach critical mass in 2019. This is according to Episerver’s “Reimagining Commerce” report, an in-depth look at the trends, tactics and technologies guiding brands and retailers in the age of experience-driven commerce.
The average shopper’s path to purchase is more complex than ever, filled with a wide variety of capabilities and attractions popularised by digital native brands. Vying for consumers’ attention and wallet share will only grow more difficult as additional players enter the fray, further congesting an already crowded digital shopping ecosystem.
Ten percent of online shoppers view an item five or more times before making an online purchase, adding to feelings of always-on commerce. The survey also says ineffective content has major consequences. Incorrect or incomplete content on a brand’s website or mobile app has stopped 98% of online shoppers from completing a purchase.Social media has evolved into an established shopping channel, particularly for younger shoppers. Influencers are more important than ever.
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