The State of Omni-Channel Retail: How U.S. Consumers Are Buying Online in 2016

How U.S. Consumers Are Buying Online in 2016 Based on data from more than 1,000 American shoppers

A quick overview

What you’ll learn in this presentation:

• Who shops online• Where Americans spend online• What Americans are buying• What influences the American shopper to purchase• How Americans feel about online shopping• How important Americans rank online shopping

Get more data: www.BigCommerce.com/blog/omni-channel-retail

The biggest opportunity is online

Online shopping is pervasive

96%have purchased

online at some point

80%have done so in the past month

Online is now the preferred way to buy

Which is the best way to shop?

51%online

49%in store

Online purchasers spend a lot of time shopping online

5 hours per week, on average

Parent spend more time shopping online than those without children (7 v. 4 hours/week)

Many Americans can’t live without online shopping

Which of the following could you not live without?

Online shopping

Smartphone GPS

Streaming TV

Streaming music

Food delivery services

Wearable fitness trackers

Car hailing apps

Dating apps

40%

34%

29%

21%

8%

7%

5%

5%

And yet: Significantly more budget is spent in store

36%Online

64%In-store

Takeaways

Online shopping is now essential to American life

If you have a successful brick and mortar retail business, extend it with an online shop

Consider targeting shoppers who spend the most time online, like parents


http://www.BigCommerce.com/blog/omni-channel-retail

Where people shop online

Marketplaces are the most frequent starting point for product discovery48% of purchasers first shop at mass marketplaces like Amazon, eBay

But big brand sites are the most common destinations for purchases

On which types of online retail sites have you shopped?

Large online/offline

brand name retailer

Mass ecommerce

marketplace

Small/specialty online

retail brands

Category-specific

online retailer

74%

54%

44%

36%

Mass marketplace buyers:Highest spenders, careful purchasers

Average yearly spend: $488

More likely to research brands before purchasing

More likely to take time to find the right deal

Where else are they shopping?


brand name retailer


retail brands

Category-specific

online retailer

71%

49%

48%

Big brand buyers: High spenders, high loyalty

Mass ecommerce

marketplace


retail brands

Category-specific

online retailer

52%

47%

40%


Least likely to research alternative brands


Small/specialty shop buyers: Lowest spenders, less loyal


brand name retailer

Mass ecommerce

marketplace

Category-specific

online retailer

80%

61%

56%


More likely to state that they enjoy shopping


Category-specific buyers: Loyal to brands, not retailer types


brand name retailer

Mass ecommerce

marketplace


retail brands

83%

72%

68%


More likely to stick to certain brands

More hesitant to make large purchases


Takeaways

On average, Americans visit at least 2 of the 4 shopping destinations

Sell across multiple platforms, experiment to find the mix that works best for you

Use a platform that enables multi-channel selling



What sells where?

Mass marketplaces

44%Books, movies

and music

43%Clothing, shoes and accessories

34%Computers and

electronics

29%Health and beauty

products

Big brands


32%Computers and

electronics

28%Books, movies

and music

24%Health and beauty

products

Small/specialty shops


18%Health and

beauty products

15%Books, movies

and music

15%Flowers and

gifts

Category-specific stores


21%Books, movies

and music

19%Computers and

electronics

19%Flowers and

gifts

Takeaways

Know which products will sell best on each channel you use

Apparel/accesories are the most-purchased items with big brands, category-specific and small/specialty retailers

Books, movies and music top the list for marketplaces

Computers and electronics do well on marketplaces, big brands and category-specific retailers

Health and beauty products are big sellers for mass marketplaces, big brands and small/specialty retailers



The rise of social commerce

30% of shoppers are willing to buy on social media

20%Facebook

Likelihood for purchasing by network:

17%Pinterest

14%Instagram

12%Twitter

10%Snapchat

Followers are potential customers

21%Featured in a brand’s

Facebook post

Survey respondents stated their likelihood of purchasing a product:

18%From a brand’s Pinterest board

16%Featured in a brand’s

Instagram post

14%A brand has

tweeted about

12%In a brand’s

Snapchat

Takeaways

Social media has a huge influence on sales

Enable social sharing and feature products on your social channels

Grow your pool of followers to expand your potential customers

Social selling can’t be ignored — it’s only going to grow in popularity

BigCommerce enables selling on Facebook and Pinterest, with more channels coming soon



The perils of online shopping

Buyer’s remorse

42%of online shoppers

have made a purchase they regret

51%Millennials are

even more likely to have regret

Oops purchases

21%of shoppers accidentally bought something they

didn’t want

Overspending

48%of shoppers have spent more than

they intended

Drinking and shopping

10% of shoppers admit to making a purchase after drinking alcohol

Men, younger generations and parents are more likely to drink and shop

Online shopping never sleeps(or takes a restroom break)

43%Bed Office

23%

Shoppers have made online purchases from:

Bathroom

20%Car

20%Vacation

destination

16%

Takeaways

The convenience of online shopping means missteps are bound to happen

Offer a strong return policy to foster goodwill and loyalty

Consumers buy everywhere — make sure you offer a good mobile experience



What influences a purchase?

The top 3 purchase influencers

87%Price

80%Shipping cost

and speed

71%Discount

offers

The aversion to shipping costs

58% of shoppers cite paying for shipping as their least favorite part of online shopping

66% have decided not to buy an item due to shipping costs

The pain of payment

19% of shoppers say entering payment information is their least favorite part of online shopping

The power of word of mouth

42%are influenced by

recommendations from family/friends

23%are influenced by

social media recommendations

The importance of good design21% of shoppers say poorly designed sites are their least favorite part of online shopping

49% cite not being able to touch or try a product as their least favorite part

TakeawaysDo your research to make sure your prices are competitive

Offer free or discounted shipping and fast, reliable shipping options

Figure out how to offer discounts that don’t hurt your bottom line

Offer great customer service, return policies and social sharing to bolster word of mouth

Invest in good design that makes it easy to navigate your site

Offer images, reviews, comparisons and videos to help shoppers make decisions

Streamline your payment process



Read the full reportWhat brands need to know about omni-channel retail and modern consumer shopping habits:

• Who shops online

• Where Americans spend online

• When Americans spend online

• What Americans are buying

• What influences the American shopper to purchase

• How Americans feel about shopping

• How important is online shopping?

• What this means for U.S. retailers

https://www.bigcommerce.com/blog/omni-channel-retail/?utm_source=linkedin&utm_medium=organic-social&utm_campaign=howwebuy

Even More: 128 Stats Revealing How Modern Consumers Shop

Get the raw statistics and insights from the Kelton Global study of 1,000 American shoppers:

• Online shopping

• Spending and conversion

• Buying frequency

• Consumer location at time of purchase

• Types of online goods purchased

• Influencing factors on conversion

• Online shopping in society

• Shopper characteristics by channel

https://www.bigcommerce.com/blog/ecommerce-trends/?utm_source=linkedin&utm_medium=organic-social&utm_campaign=howwebuy

Infographic: The Driving Factors Behind Modern Consumer Behavior in the New Omni-Channel World Grab the code to embed this image on your site, and head to BigCommerce.com/blog for more industry insights and trends.

https://www.bigcommerce.com/blog/consumer-behavior-infographic/?utm_source=linkedin&utm_medium=organic-social&utm_campaign=howwebuy



https://www.bigcommerce.com/blog

The State of Omni-Channel Retail: How U.S. Consumers Are Buying Online in 2016

Data & Analytics

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