How Brands Can Better Meet Growing Online Shopping Expectations

More than a third of Americans are not comfortable with the safety of in-store holiday shopping

The author(s)

  • Menaka Gopinath President, Ipsos Social Media Exchange, NA
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eCommerce sales have seen explosive growth in the wake of COVID-19 – increasing as much in the past eight weeks as in the past 10 years, according to the US Department of Commerce. While this bodes well for brands in terms of trial and discovery, it also poses new challenges to meet growing consumer expectations.

In a recent study leveraging Synthesio social data and Ipsos online communities, people cited safety and convenience as significant reasons for switching to shopping online. At the same time, they also voiced concerns about shipping delays and the environmental impact of increased packaging. Brands who came out on top were those who were perceived to offer more seamless experiences, from competitive pricing to on-time deliveries to curbside pickup options.

Moving into the holidays, we know from the Ipsos Coronavirus Consumer Tracker that more than a third of Americans are not comfortable with the safety of in-store holiday shopping, and nearly 40 percent are planning to shop on Cyber Monday (compared to only a quarter on Black Friday). In other words, the online shopping trend is not going anywhere anytime soon. Brands and retailers have an opportunity to gain consumer trust and loyalty by continuing to enhance the virtual shopping experience through the holidays and beyond.

Download the full report to explore:

  • Recent social conversation trends around online shopping
  • Hits and misses regarding the mass eCommerce explosion
  • Brand-specific insights in the words of the consumer

 

The author(s)

  • Menaka Gopinath President, Ipsos Social Media Exchange, NA

Consumer & Shopper