DIGITAL AND SOCIAL MARKETING BYTES
Overcoming consumer barriers to online purchasing By: Sarah Cornelisse*
The year 2020 and accompanying COVID-19 pandemic have
demonstrated the importance and value of e-commerce capabilities and the digital marketing tools that drive online sales, particularly for food and small businesses. As consumers increasingly turn to and rely upon online shopping, it’s critical for businesses to build trusting relationships with customers and ensure those consumers’ concerns regarding online purchasing are addressed.
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D
uring the last quarter of 1999, e-commerce retail sales were estimated at 0.6% of total retail sales (U.S. Dept. of Commerce). Preliminary data for Q2 2020 estimates e-commerce sales at 16.1% of total retail sales, a 31.8% increase from the prior quarter and a 44.5% increase from the same quarter a year ago (U.S. Dept. of Commerce). For businesses marketing and selling directly to individual consumers, it’s important to understand why they turn to online shopping. According to a consumer survey conducted by Deloitte, the top five reasons for shopping online are: 1) to avoid crowds (65%) 2) comfort of at-home shopping (64%) 3) free shipping/delivery options (60%) 4) 24-hour availability (58%) 5) ease of price comparison (53%) While, overall, online shopping is steadily growing in acceptance and use by consumers, concerns continue
DECEMBER 2020 - JANUARY 2021
