eCommerce Market

In the USA alone, pandemic shopping saw the eCommerce market grow by over $219 billion. According to new data released by Adobe, channels within eCommerce that were adopted by shoppers during the pandemic (such as clothing, grocery, homeware etc) have maintained their levels post-pandemic.

This indicates that our buying behaviours have been changed for the longer term. Ease of shopping experience has remained vital, and the need for this has stuck. During the first wave of the global pandemic, these shopping behaviours saw a shift from completion on mobile to more completion on desktops.

But as the pandemic has passed, though the preference for eCommerce remains, the shift back to mobile is being noticed.

Klarna recently released a report that surveyed over 18,000 consumers in over 13 different countries. We look through it and see just how much things are changing.

 

Mobile Shopping Resurgence

Not only is the switch back to mobile resurging, but it has also overtaken its pre-pandemic usage rates. Some 9 in 10 UK consumers admit to using their phones to compare prices (90%) and look for the best deals or price promotions (94%), while 8 in 10 (78%) use them to search for shopping inspiration.

Image Credit: Klarna Insights

Shopping apps are becoming increasingly common, more than half of consumers (60%) have between one and five shopping apps installed on their device, although it is debatable whether this represents the best experience for users over the longer term.

The number of mobile apps people use regularly is on the decline, with the preference for marketplaces being favoured over single-branded commerce applications. 63% of UK consumers would prefer to have a single app that incorporates all aspects of their shopping journey, with 8 in 10 (79%) saying this would simplify their shopping experience.

These trends are also being seen across all generational age brackets – not just the Gen Z and Millennials.

 

Mobile Payments

Virtual cards are also on the rise, along with mobile banking and secure checkouts. Faster, more efficient checkout processes are an expectation of the modern mobile consumer. Anonymous shopping, secure shopping and insured transactions further strengthen the virtual payment offering.

Image Credit: Klarna Insights

 

Summary

Behaviours can change quickly. Throw a pandemic into the mix, and all the governmental restrictions that follow, and behaviours can change at scale very quickly. For brands with the expectation that these behaviours would naturally bounce back, consideration must be made for how certain habits have stuck and become preferred as the new norm.

Mobile shopping habits plummeted and resurged during the pandemic, but beyond the resurgence certain key elements of mobile shopping have changed. Types of experiences, purchases, pathways, and activities have fundamentally changed.

Image Credit: Klarna Insights

Arming yourself with the knowledge and the know-how to use these changes to your advantage is key to brands maintaining and improving upon their eCommerce successes post-pandemic.