KPMG states consumers place greater trust in traditional retailers than they do in online only retailers (source). But with a projected annual growth of 9.4% (source), there is no denying the upward trend of e-commerce in Australia.
E-commerce defines the series of transactions that occur electronically.
Overtime, these transactions have been slowly growing in popularity. But 2017 is forecasting Aussies will spend over $32 billion on e-commerce, globally ranking us in the top ten for online spending (source).
Australian growth in E-commerce sales over the past four years.
Source: Web Alive, 2017
E-commerce growth represents an opportunity for digital marketers to further entice customers with product offerings, but there is definitely a knack to it. My top three tips for E-Commerce success are as follows-
Ensure a seamless experience across all platforms:
Deloitte claims nearly 80% of Australians have a mobile phone (source). Via this, mobile and tablet optimization of e-commerce websites is vital. If a website isn’t mobile friendly, it endangers the likelihood that the customer will discontinue browsing that website.
An NFL website that is optimised for Mobile browsing.
Source: Kissmetrics, 2016
Streamline a simple purchase process:
Almost 70% of intended purchases online result in cart abandonment (source). Cart abandonment occurs when a customer does not complete a purchase process despite initially clicking to buy. Excuses range from a complicated check out process, website glitches or the inability to determine the total order cost. (source).
Reassure customers by featuring feedback:
Reviews provide customers with something digital marketers rarely give- honesty. If a customer reads that others have had great experiences on the website, they will place more trust in the website and their operations.
Amazon allows consumers to review all their products
and summarises these.
Source: Amazon, 2017
The growing trend of e-commerce is a revolution for digital marketers, whom now have additional opportunities to attract, inform or persuade consumers. Will consumers eventually prefer e-commerce to traditional retailers? Do you shop more online than in stores?
Contribute to the sound of digital marketing by commenting your thoughts below.