2024电商消费者需求与偏好趋势白皮书基于2023假日购物数据和消费者行为的电商策略及举措英文版-BizrateInsights_29页_1mb

2024 Online Shopper Wishlist Summary

Overview

The report examines 2023 holiday shopping insights and identifies key strategies for 2024. It emphasizes that the new year offers opportunities for retailers to enhance customer experiences by addressing efficiency, product assortment, promotions, inventory visibility, and multi-channel consistency. Shoppers' expectations are high, and retailers must adapt to remain competitive while balancing profitability with customer satisfaction.

2023 Holiday Insights

1. Cyber Week Impact

   • Cyber Week (Thanksgiving to Cyber Monday) generated $38B in online sales (7.8% YoY growth), highlighting the importance of promotions.
   • 43% of shoppers cited the economy as a key factor in budgeting, though 40% stated it had no impact.
   • 61% spent $101–$500 during Cyber Week, with 54% noting logistics (especially delivery) as a major improvement.

2. Consumer Behavior

   • Convenience (48%) and time/money savings (40%) were top reasons for online purchases.
   • 60% of shoppers encountered promotions beyond free shipping, but 49% faced frustration over deceptive pricing or delayed delivery.
   • 43% of shoppers prioritized in-stock products, with 29% expressing preference for mobile-first shopping experiences.

3. Channel Preferences

   • 59% of respondents preferred multi-channel shopping (combining online and physical stores), while 28% favored online-only retailers.
   • 25% of shoppers only purchased items on sale, and 10% used Amazon exclusively.

2024 Shopper Wishlist

1. Efficient Shopping Experience

   • Shoppers demand streamlined processes: faster checkout, clear product info, and improved website speed.
   • Opportunities include audit site functionality, simplify cart steps, integrate customer service, and prioritize mobile design.

2. Attractive Product Assortment

   • Consumers seek curated selections or broad variety, emphasizing product quality and uniqueness.
   • 26% of new retailers were tried due to interesting products, while 43% of shoppers wanted better pricing.
   • Retailers should focus on exclusive items, thematic merchandising, and maintaining stock visibility.

3. Year-Round Promotions

   • 60% of online purchases had promotions beyond free shipping, with 49% citing discounts as essential.
   • Free shipping (63%) and price matching (27%) are critical, but promotions must be transparent and consistent.
   • Strategies include planning seasonal deals, offering conditional free shipping, and leveraging low-price product aggregations.

4. Inventory Transparency & Fast Delivery

   • 43% of shoppers prioritized in-stock products, and 59% of holiday purchases were made by checking stock status.
   • 69% of shoppers would wait for better deals if non-essential items weren’t urgently needed.
   • Key actions: ensure stock status visibility, optimize delivery times, explore same-day shipping options.

5. Multi-Channel Consistency

   • 59% preferred multi-channel shopping for flexibility, while 28% relied on online-only retailers.
   • Shoppers expect seamless integration between online and physical channels, including BOPIS (Buy Online, Pick Up In-Store) and inventory synchronization.
   • Retailers should review customer feedback on cross-channel experiences and enhance pickup options.

Roadmap for Success

Retailers must align with shopper priorities to achieve growth:

1. Focus on foundational elements: quality products, competitive pricing, and reliable delivery.
2. Optimize online efficiency through mobile-first design, faster checkout, and clear promotions.
3. Ensure consistent, optimized multi-channel experiences, including inventory visibility and seamless transitions.
4. Monitor promotions to avoid misleading tactics, balance discounting with profitability, and improve stock management.
5. Build customer-centric strategies, prioritizing transparency and reliability to reduce abandonment rates.

The report underscores that 2024 success hinges on understanding shopper expectations, adapting to economic pressures, and maintaining a cohesive, efficient, and transparent shopping ecosystem.