2021-08-04-Wunderman_Thompson-The_Future_Shopper_Report_2021_79页_11mb

The Future Shopper 2021 Summary

Core Content

The Future Shopper 2021 report provides an in-depth analysis of global online shopping behavior across 17 international markets and 28,426 consumers. It highlights the long-term changes in consumer behavior brought about by the COVID-19 pandemic, emphasizing the need for businesses to adapt and innovate in response to evolving digital expectations.

Main Points

• Online Shopping as a Lifeline: During the pandemic, online shopping became essential for many consumers. 72% of global shoppers said it saved them in 2020, and 73% expect it to be even more important in 2021.
• Shift in Consumer Behavior: The pandemic has permanently changed how consumers shop. 80% of global shoppers reported a change in their shopping habits, with 30% indicating permanent shifts.
• Omnichannel Experience is Key: Consumers now expect seamless integration between online and offline shopping. 64% prefer brands with both online and physical presence, and 59% want better cross-channel communication.
• Digital Comfort and Security: 60% of global shoppers are more comfortable with digital technology post-pandemic. However, 64% are more concerned about online security and privacy.
• Delivery Expectations: Speed of delivery is a top priority. 48% of shoppers want faster delivery, and 30% expect orders within 24 hours. Marketplaces are seen as leaders in this area.
• Growth of D2C (Direct-to-Consumer): With increased online shopping, D2C is gaining traction. 15% of shoppers are most likely to buy directly from the brand, but 73% of global shoppers still prefer marketplaces.
• Social Commerce on the Rise: Social platforms are becoming more important for shopping. 56% of shoppers have already bought from a social platform, and 56% plan to do so more in the future.
• Digital Products in Demand: Consumers are increasingly favoring digital products that are instantly downloadable. 46% prefer this format, and 33% of all online purchases are digital.
• Sustainability is a Priority: 67% of shoppers consider morals and sustainability when making purchases, and 65% want better environmental practices from brands.
• Technology-Driven Commerce: Consumers are looking for advanced technologies like voice commerce, contactless technology, and gaming commerce. 60% of shoppers are more likely to buy from digitally innovative brands.
• Marketplace Dominance: Amazon remains the dominant marketplace, with 38% of global shoppers searching for products there. 42% of global online spending goes through marketplaces.
• Age and Regional Differences: Younger consumers are more open to digital shopping and omnichannel experiences, while older shoppers are more cautious but still showing a significant shift towards online. APAC and LATAM markets show the highest growth in online shopping post-pandemic.

Key Insights

• Technology Comfort: 60% of global shoppers are more comfortable using digital technology now than before the pandemic.
• Consumer Fear: 41% still feel anxious about in-store shopping, particularly in regions that were heavily affected by the virus.
• Delivery Speed: Faster delivery is the number one thing consumers want to change about online shopping. 66% believe marketplaces are best at this.
• D2C Challenges: While D2C is growing, it still lags behind marketplaces in terms of consumer preference and trust.
• Social Commerce Growth: Social platforms are becoming a major sales channel, with 56% of shoppers having already purchased from them.
• Digital Transformation: Businesses must invest in digital innovation to meet consumer expectations. 60% of shoppers are more likely to buy from digitally innovative brands.
• Sustainability Influence: Environmental and ethical considerations are becoming increasingly important in purchasing decisions.
• Omnichannel Integration: The customer journey is now fully integrated, with digital acting as the central hub influencing all channels.

Summary Statistics

Key Actions for Businesses

• Review and Revise Your Strategy: Ensure your online offering is fit for the post-pandemic world and supports an omnichannel experience.
• Understand Consumer Expectations: Know what your customers want and deliver on those expectations.
• Invest in Technology: Develop a digital-first infrastructure that supports fast delivery, secure transactions, and seamless experiences.
• Enhance Cross-Channel Communication: Improve how your brand interacts with consumers across all channels.
• Adopt D2C Models: Focus on improving service and delivery to make D2C more attractive.
• Leverage Social Commerce: Build a strong social media presence to drive engagement and conversion.
• Embrace Digital Innovation: Introduce new technologies like voice assistants and contactless shopping.
• Promote Sustainability: Communicate your environmental and ethical practices to align with consumer values.

Conclusion

The Future Shopper 2021 report underscores that the pandemic has permanently altered consumer behavior and expectations. Businesses must now prioritize omnichannel integration, digital innovation, and sustainability to thrive in the new commerce landscape. The rise of marketplaces and the growing appeal of D2C and social commerce present both challenges and opportunities for brands to evolve and meet the needs of a more tech-savvy and demanding global shopper.