Reimagining Commerce: Global Findings Experience-Driven ... · within their ecommerce experiences...

Reimagining Commerce: Global Findings Experience-Driven Commerce Outperforms Conversion-Focused Strategies

Reimagining CommerceEpiserver

Today’s online shopping landscape is truly borderless. Thanks to

the internet and advances in shipping and fulfillment technologies,

routine online shopping is a reality for more people than ever before.

Global ecommerce sales are expected to eclipse $2.8 trillion this

year, a statistic that affirms online’s seat at the commerce table and

sets the stage for even greater growth to come.

However, Episerver’s analysis of global consumers’ online shopping

habits finds that this growth is dependent upon a new definition of

commerce.

“Commerce” no longer means making a purchase, but rather

encompasses the entire journey from research to final sale. This

modern definition of commerce includes activities like inspiration

seeking, problem solving, product discovery, product research,

product comparison and more. Shopping today is just as much

about the experience as it is about the purchase – maybe even more

so. Businesses have opportunities to bend these experiences in

their favor, but only if they can look beyond transactions. Paying too

much attention to conversions blinds brands from other powerful

engagement opportunities that exist throughout the entire online

customer journey.

https://www.shopify.com/enterprise/global-ecommerce-statistics


Here’s how global consumers stack up:

• Online shopping is on the rise worldwide: Confirming

what many have observed, 63 percent of people shop

online at least once a month, and a quarter (23 percent)

shop online at least weekly. Almost two-thirds of

shoppers expect to make more online purchases this

year than they did in 2017.

• Online shoppers log on to do more than purchase: Just

17 percent of people say that making a purchase is their

primary purpose for visiting a brand’s website for the first

time. Rather, shoppers are going online to search for (35

percent) and compare (29 percent) products/services.

• Shoppers are comfortable with personalization and reward brands that employ it: Eighty-seven percent

of online shoppers are okay with companies knowing

more about them. And when a brand personalizes

experiences, a quarter of shoppers are more likely to

purchase from the brand again, 20 percent are more

loyal and 20 percent trust the brand more.

• Shoppers’ tolerance for misinformation online is low: Inaccurate or incomplete content dissuades half (46

percent) of shoppers from completing online purchases

often, and 18 percent always.

• Disappointing online shopping experiences have monetary consequences: The absence of online

‘must-haves’ like easy-to-use product search functions

and information about products and returns causes 44

percent of shoppers to abandon purchases often. Nine

percent of shoppers say they always abandon shopping

sessions when these must-haves are missing.

• Personalization influences perception: Over a third

of shoppers (35 percent) now feel brands do not care

enough about personalizing their shopping experiences,

causing them to feel disappointed (32 percent),

frustrated (16 percent) and distrustful (12 percent).

• Connected consumers are on the rise: When online

shopping, 29 percent of people browse on their

smartphones daily. Half (49 percent) browse weekly.

• Shoppers welcome technology-driven experiences, but expect payoffs: Eighty percent of shoppers rate

their past in-store and online experiences with new

technology functions as good or satisfactory, and

89 percent would be interested in trying them again.

However, of shoppers turning down a second chance,

half (51 percent) report it’s because these technologies

don’t improve their experiences.

Key FindingsFindings from this study indicate that brands are at a turning point in their

relationships with shoppers. Brands willing to invest in all aspects of the

online shopping experience set themselves up for long-term success, while

those that focus too heavily on transactions are not accounting for shoppers’

diverse expectations and needs when shopping online.


Consumers Continue to Shop Online, But Growth Could Plateau

The diversification of shopping channels and the widespread

popularity of personal electronic devices like smartphones

have made consumers increasingly comfortable taking their

shopping needs online, and will continue to do so. Currently,

63 percent of people shop online at least once a month, and

a quarter shop online at least weekly.

In the spirit of more frequent shopping, almost two-thirds of

consumers expect to make more online purchases this year

than they did in 2017. This commitment to online shopping

is fiercest among today’s most frequent shoppers. Eighty-

one percent of people who shop online at least once a week

plan to make more purchases in 2018, well above the global

average.

Behaviors like this make online shopping an obvious

investment. They also stress how brands unable or unwilling

to prioritize the online shopping experience are failing to

meet shoppers’ expectations and will lose revenue and/or

market share as a result.

When instituting or expanding digital offerings and strategies,

stakeholders cannot ignore the 37 percent of global

How often do you shop online?

At least once a day

2%

At least once a week

21%

At least once every three months

26%

At least once a month

40%

At least once a year

10%

Do you expect to make more online purchases in 2018 than you did in 2017?

No

37%

Yes

63%


consumers who believe that their online shopping habits

have plateaued, or may even decline moving forward.

Is online shopping nearing a saturation point? Unlikely, or

at least not anytime soon. As companies continue to make

ecommerce easier, more convenient and more fun, even

consumers who believe they’ve exhausted online shopping

will find themselves spending more.

However, prior online shopping experiences have left bad

tastes in many people’s mouths, and lackluster interactions

moving forward will only make it tougher to win consumers

over. It only takes one bad experience to turn a shopper into

a skeptic, and every ecommerce touch point is a chance

for brands to get it wrong. But that means brands also have

ample opportunities to get it right.

What exactly does ‘right’ mean? According to our findings, it

comes down to crafting experiences that shoppers love, find

valuable and come back for.

______

As companies continue to make ecommerce easier,

more convenient and more fun, even consumers who

believe they’ve exhausted online shopping will find

themselves spending more.


Shopping Online Doesn’t Always Lead to PurchaseTo create better digital experiences for shoppers, brands must first

understand their audiences.

Delivering customer-centric experiences first requires

brands to determine why shoppers are logging on. Now

that consumers can shop 24/7 thanks to online, people are

visiting brands’ websites and mobile apps to do much more

than purchase.

In fact, just 17 percent of people say purchase is their primary

purpose when visiting a brand’s website for the first time. This

figure is well outpaced by shoppers’ top two motivations –

searching for and comparing products/services.

A deeper dive into where website/mobile app visitors actually

spend time further proves that purchase is typically a

secondary consideration. Half of shoppers go directly to the

specific products they went online to find, but that means

the other half lack clear purchasing intentions. Even when it

comes to shoppers who say purchase is their primary reason

for visiting websites/mobiles apps, just 38 percent first look

for the products they came for.

What is usually your primary purpose for visiting a brand’s website for the first time?

Finding inspiration (e.g., style or usage guidance, direction from brands and retailers, etc.)

Looking for store information (e.g., hours, location, contact information, etc.)

9%

7%

Comparing prices or other variables between brands

29%

Making a purchase

17%

Searching for a product or service

35%

Finding a dealer/seller

3%


As with shopping in store, people never intend to purchase

every single time they go online. Consider the mall – who

hasn’t visited one with the aim of window shopping, product

comparison or just grabbing a soft pretzel from the food

court?

Consumers mirror these in-store behaviors online and are

logging on to find information regarding shipping, deals,

payment options, returns and more. With such a heavy

emphasis on research, brands dedicating too much time

and resources to quickly moving shoppers through the sales

funnel are not providing as much value to visitors as possible.

______

Consumers mirror in-store behaviors online and are

logging on to find information regarding shipping,

deals, payment options, returns and more.

What part of a brand’s website or mobile app do you look at first when shopping online?

Featured product recommendations

Contact information

5%

2%

Payment information

6%

Sale items

19%

Shipping information

8%

The product I came to the site for

50%

My shopping cart

FAQs

3%

1%

Customer testimonials

Return information

4%

2%


Unsatisfactory Commerce Interactions Reduce Conversions

Retail giants like Amazon have the inventory and distribution

models to cater more exclusively to consumers’ price

preferences. But most brands cannot get away with this

strategy. Now that online shopping involves more research

and long-term engagements beyond transactions,

businesses must learn how and where to provide value

outside of purchase.

Stakeholders can identify future investment opportunities

within their ecommerce experiences by determining where

online shopping has disappointed consumers in the past.

Disappointed means many things here, but the biggest

is an inability for shoppers to find the information they’re

looking for. When asked why they’ve left a brand’s website/

mobile app without making a purchase, top reasons for

abandonment include a lack of product, store or brand

information. Successful and enjoyable research is so

valuable to the overall online shopping experience that

64 percent of shoppers say inaccurate or incomplete

content always or often dissuades them from completing

online purchases.

How high are the stakes? Incorrect or incomplete content

has dissuaded 95 percent of online shoppers from

completing a purchase before.

Again, brands must pay special attention to the most

frequent online shoppers. Seventy-three percent of people

who shop online at least once a month say incorrect or

incomplete content always dissuades them from completing

online purchases.

Why have you left a brand’s website and/or mobile app without making a purchase? Select all that apply.

I couldn’t find what I was looking for

54%

I had price concerns (e.g., found a better deal, more expensive than expected, etc.)

There wasn’t enough information about the product to determine if it was right for me

I was looking for store or brand information and didn’t intend to make a purchase

The digital content (e.g., videos, images, text, etc.) wasn’t personalized to me

46%

37%

18%

5%

Shipping was too expensive

I was just browsing and didn’t intend to make a purchase

I found a product that better suited my needs elsewhere

The site showed me irrelevant products/services

Check-out took too long

60%

45%

37%

18%

17%


So, what exactly do consumers want when shopping online?

Top must-haves include perks that make the shopping

process smoother, including free shipping and package

tracking. Shoppers also crave technical assurances like

a fast website. When online shopping cannot deliver on

promises of speed and intuitive usability, shoppers’ loyalty is

quickly called into question.

When trying to win shoppers over, one desire brands can

easily overlook is a streamlined and personalized research

process. Aspects of the research process rank highly as

shopper must-haves, including easy-to-use product search

functions, ample information about products and returns,

personalized recommendations and more.

These must-haves are so important that their absence

leads 9 percent of people to always abandon their online

shopping sessions, with 44 percent saying this happens

often. Among people who shop daily, the absence of these

must-haves results in abandonment 42 percent of the time.

These ‘power shoppers’ may be few in number today, but

as their ranks increase so too will expectations regarding

these digital-experience must-haves. Fortunately, compared

to other common abandonment triggers like expensive

shipping costs, brands can easily improve and continuously

personalize the research stage.

If content is incorrect or incomplete on a brand’s website and/or mobile app, how often does that dissuade you from completing the purchase with that brand?

How often does the absence of ‘must-have’ features lead you to abandon session prior to purchase?

Never

Never

5%

6%

Often

Often

46%

44%

Rarely

Rarely

32%

41%

Always

Always

18%

9%


However, the availability of solutions means that brands

unable to improve their research and search tools will see

this lack of action hurt their sales numbers exponentially.

The absence of key functions and personalized, enjoyable

experiences can really leave shoppers fuming. Over a third

of shoppers (35 percent) feel today’s brands do not care

enough about personalizing their shopping experiences.

This perception causes shoppers to feel disappointed (32

percent), frustrated (16 percent) and distrustful (12 percent).

It’s not too late for brands to rectify their online shopping

experiences. But they should hurry, as every poor interaction

only makes the uphill battle of earning consumers’ trust and

loyalty that much steeper.

Businesses willing to balance traditional conversion-

focused strategies with experience-driven commerce will

find success as they invest in more diverse aspects of the

online shopping experience. This approach provides online

shopping experiences that reflect an understanding of

shoppers’ psyches as well as their wallets.

How can brands do this? Read on to learn about three solutions available to businesses as they transition their customers online.

Brands That Can Master Cross-Device Usage Win

The brands that can best satisfy shoppers’ diverse device

desires position themselves to earn sales when shoppers

are ready to purchase. Paying attention to usage trends will

help marketers create more effective online experiences by

device, but simply offering a range of device options is the

first step.

Why? Because shoppers are comfortable using different

devices during each stage of the online buyer’s journey.

Traditional channels remain the most popular, but brands

should be willing to meet shoppers on any device they prefer

– and that includes emerging devices.

When it comes to browsing online, shoppers are equally

comfortable using desktops, laptops and smartphones.

These devices operate similarly, but the increasing popularity

of smartphones indicates that brands must offer mobile-

responsive websites and should start exploring location-

based marketing strategies. The connected consumer is on

the rise, with 29 percent of people browsing for purchases on

their smartphones daily, and half doing so weekly.

Shoppers follow similar device usage trends during the online

research stage. When looking for a specific product online,

consumers trust desktops, laptops and smartphones most.

Interestingly, while voice-assisted devices have received

praise for their easy search functions, 61 percent of device

owners never use this technology during the research phase.

Finally, when hitting the checkout button, shoppers revert

to more traditional devices. For example, while a third (29

percent) of shoppers are comfortable browsing on their

smartphones daily, just 27 percent of those people go on

to make purchases on the device at the same frequency.

Purchasing also differs based on how often people shop

online. The most frequent shoppers, for instance, are

comfortable making purchases from a wider variety of

devices, specifically smartphones. Seventeen percent of

these shoppers make daily smartphone purchases.

01


71%

39%

35%

71%

86%

90%

Device Owners

Desktop

Smartphone

Voice Assisted DevicesLaptop

Tablet

Smartwatch

23% 23%

26% 26%

29% 29%

14% 14%

14% 14%

18% 18%

16% 16%

14% 14%

14% 14%

23% 23%

20% 20%

16% 16%

Browsing Behavior by Device Purchasing Behavior by Device

Desktop Desktop

At least once per month At least once per month

Multiple times per week Multiple times per week

Multiple times per month Multiple times per month

Laptop Laptop

Smartphone Smartphone

Tablet Tablet

The lesson here is that, regardless of the devices consumers

currently prefer for online shopping, brands should prepare

for a future where people use more devices more frequently.

However, simply offering transactions across devices isn’t

enough. Brands must also ensure these experiences are

frictionless and that adding new devices never sacrifices

enjoyable and productive commerce.

When shopping across channels, people care most about

speed and convenience. This includes offerings like two-day

shipping, same-day shipping and same-day delivery. Shop-

pers also care about consistency from one device to the

next, particularly an inventory that is updated in real time

across all possible touch points.

Episerver Reimagining Commerce Page 11

Shoppers Welcome New Experiences, Both Online and In Store

Shoppers are open to more diverse interactions, and

businesses can explore nascent technology functions and

emerging online capabilities to impress them. However, these

new, tech-driven experiences should always complement

traditional online options and focus on improving

convenience and personalization for shoppers.

When shopping online, over half of people have tried/

would try chat windows for assistance, which is often a

chatbot-powered experience. Shoppers are also interested

in new ways of signing into their accounts. Most popular is

fingerprint recognition, followed by facial recognition and

voice recognition. These digital preferences demonstrate how

shoppers’ comfort levels change over time. While biometric

capabilities were the stuff of science fiction not long ago,

people’s expectations for online shopping experiences are

expanding in tandem with technology advancements.

Technology has found exciting applications in store as well.

When shopping in store, over half of people have tried/would

be interested in trying smart mirrors in dressing rooms,

in-store tablets to search for products and services on their

own, and having store associates use in-store tablets. Over

a third have tried/would be interested in trying emerging

technologies like drone delivery, 3D-printed products and

AR/VR.

Additions like these may feel foreign to some brands, but

consumers are ready for them. Eighty percent of shoppers

rate their satisfaction with past in-store and online

experiences as good or satisfactory, and 89 percent would be

interested in trying them again. This is great news for brands.

The discrepancy between positive experiences and shoppers’

willingness to try again shows that consumers are forgiving

of innovative companies.

Brands can learn how to implement more enjoyable and

valuable tech experiences by looking at the 11 percent of

shoppers who are unwilling to give these features second

chances. Of those shoppers who are unwilling to try again,

half (51 percent) say it’s because these technologies don’t

02

Fingerprint recognition options for signing into my account

Facial recognition options for signing into my account

12% 6%

Have tried Would be interested in trying Have not tried and no interest in trying

5% 26%

36% 32%

35% 33%

51% 62%

59% 41%

Voice recognition options for signing into my account

Chat window for assistance

Online Features


improve their experiences. Another 51 percent say

it’s because they’re uncomfortable sharing more

personal information with brands.

These concerns are within a brand’s power

to address. Again, transparency into the

personalization process can ease shoppers’

distrust when sharing sensitive information.

Likewise, adding new tech functions to activities

like browsing and research can help shoppers

see new technologies as helpful partners along

the path to purchase, not unnecessary or

cumbersome additions.

______

Of those shoppers who are unwilling to try

again, half (51 percent) say it’s because

these technologies don’t improve their

experiences. Another 51 percent say it’s

because they’re uncomfortable sharing

more personal information with brands.

Of those features that you have tried (both in store and online), how would you rate your overall satisfaction?

Poor

1%

Good

25%

Fair

25%

Excellent

18%Have tried

Would be interested in trying

Have not tried and no interest in trying

In-store Features

Smart mirrors in dressing rooms (e.g., I can try on different sizes and colors from the mirror

10% 47% 43%

In-store tablets to search for products and sizes that I can use myself

12% 45% 43%

Store associates use in-store tablets to search for products and sizes

16% 45% 39%

Store associates use in-store tablet to find products recommended for me based on search and purchase history

8% 37% 55%

Drone delivery

5% 30% 65%

3D-printed products

5% 35% 60%

Virtual and/or augmented reality

6% 34% 60%


Accurate and Complete Information Delights, as Does Personalized Content

Brands that get to the decision stage without

offering consumers loyalty-building experiences

risk losing shoppers who are simply purchasing

based on price. These people can be won over,

but it requires brands to galvanize shoppers

higher up in the marketing funnel.

First and foremost, shoppers want to know that

the information they receive online is accurate

and complete. When purchasing via a brand’s

website/mobile app, shoppers say that product

specifications are the most important type of

content. This is followed by customer reviews

and images of products in use.

Such findings reveal shoppers’ need for more

information to feel confident before completing

online purchases. This is not so surprising,

considering that all but the youngest generation

of consumers are used to sensory and highly

tactile in-store shopping experiences.

Brands that can serve as teachers as well as

merchants – whether through more detailed

product content, videos, customer testimonials

and more – add great value to their relationships

with shoppers. Not only does this exchange of

information compound shopper loyalty during

the elongated online research process, but it also

puts brands top-of-mind when people are ready

to purchase.

03Which types of content are important to you when purchasing via a brand’s website/mopile app? Select all that apply.

Sales information (e.g., phone number, store location, hours, etc.)

Customer reviews

34%

55%

Images of products not in use

Videos of products in use (e.g., models wearing or using products)

Social media posts from other customers

Celebrity/influencer endorsements

26%

16%

11%

5%

Images of products in use (e.g., models wearing or using products)

Product specifications

FAQs

Photos from other customers using the products

Style guides

Videos about the company culture or values

41%

63%

26%

15%

11%

5%


Once content is complete and accurate, shoppers then

want it to be personalized. As noted earlier, not only can

personalization be a key differentiator between brands online,

but its absence can actually turn shoppers off.

Unfortunately, personalization remains an enigma for

many brands, even with a rise in related strategies and

technologies. Some brands are personalizing their outreach

online, but a bit too haphazardly. In the last year, 22 percent

of shoppers have been served an ad for a product they would

never purchase, and 16 percent have had retailers make

similarly misguided recommendations.

Other brands simply aren’t doing enough. Although 87

percent of people are fine with companies knowing

more about them in exchange for better online shopping

experiences, it’s largely up to brands to actually go about

learning more about shoppers. Three-fourths of shoppers

are not even comfortable sharing their phone numbers with

brands and less than half (46 percent) are willing to reveal

their ages.

Marketers can treat this lack of explicit demographic

information as an opportunity to instead turn to online

behavioral data. Not only do real-world behaviors speak

What personal information are you willing to volunteer in exchange for a better online shopping experience (e.g., better pricing, faster shipping, unique deals, etc.)? Select all that apply.

Age

Current location

Housing information (e.g., address)

Access to social media accounts (e.g., Twitter, Facebook, etc.)

Social security number

Gender

Favorite brands/retailers

City

46%

20%

29%

7%

3%

53%

22%

42%

Psychographic information (e.g., values, attitudes, lifestyle preferences, etc.)

11%

Clothing size

Level of education

Date of birth

Income

Email

Phone number

Billing information

Name

48%

21%

32%

10%

59%

24%

25%

44%

I don’t want companies to know anything about me, even if it results in a better online shopping experience

13%


louder than what a shopper may enter about herself into a

form, but with every business having a go at personalization,

shoppers now expect more than demographic-based

efforts. The technologies available to help brands earn and

aggregate this behavioral information are also sophisticated

enough to scale with any growing company.

Interestingly, personalization is an area where B2C marketers

can learn from their B2B counterparts. While B2C brands have

long had addressable customers visiting stores of their own

volition, B2B marketers have never had this luxury. Rather,

they’ve learned how to engage small customer bases with

valuable content over time to encourage purchases later on.

B2B marketers prove that winning on price alone is no longer

a sustainable option, and now stakeholders are turning

to sophisticated content marketing and digital strategies

that focus less on transactions and more on the end-user

experience.

This consumerization of commerce experiences is making its

way into B2C, and shoppers are ready for it – both online and

in store. When in store, for example, 45 percent of shoppers

have tried/would be interested in having store associates use

tablets to find product recommendations based on their past

search/purchase histories.

To keep countering shoppers’ hesitations around getting

involved in the personalization process, brands must help

them better understand the relationship between their

personal information and a personalized digital experience.

First, shoppers want greater transparency into how brands

store and secure their personal data. Second, shoppers want

to know that there’s something in it for them before sharing

personal information with brands.

These requests are realistic and a small price to pay for

the benefits effective personalization enables. When

brands personalize online shopping experiences, a quarter

of people are more likely to purchase from them again.

Similarly, 20 percent of shoppers are more loyal to brands

that personalize, and 20 percent trust these brands more. In

the race to earn more online sales, the worst thing brands

can do is forget that there are real people on the other side

of the screens.

What would encourage you to share more personal information with brands? Select all that apply.

More relevant product recommendations

Greater transparency into how information is used to benefit me

8%

8%

Greater transparency into who has access to this information

13%

Greater savings or better offers

26%

Greater transparency into how information is stored and secured

16%

Nothing

29%


Embracing Commerce’s New Definition

The rise of online channels has changed shopping in

important and irreversible ways. People can now make

purchases virtually anytime, and geography is no longer the

determining factor behind the products shoppers can find

and buy.

Online shopping’s freedoms have shifted focus away from

where people are transacting and toward the shopping

experience itself. Buying a product may still be the finish line

for many people online, but it’s no longer the only goal.

Fortunately, it’s not too late for brands to start delivering the

kinds of personalized, multi-device commerce experiences

consumers crave. If brands can inform and educate

consumers, they can inspire them to action. If they can

provide valuable, enjoyable services, they can create loyalty.

If they can go further and provide prescribed, meaningful

experiences, they can position those very interactions as the

key differentiator in selling online.

But none of this is possible if brands cannot first embrace a

modern understanding of online shopping.


MethodologyThe Episerver “Reimagining Commerce: Global Findings” report is

based on a survey of 4,028 global consumers ages 18 and older who

have shopped online with the last year. The survey was conducted

online between Nov. 9-16, 2017, and has a 2 percent margin of error

at a 95 percent confidence level. Survey respondents come from the

following countries.

What country do you live in?

United States

The Nordics (Sweden, Finland, Denmark, Norway)

United Kingdom

Germany25%

25%

25%

25%

Page 17Reimagining CommerceEpiserver


Appendix:

The United States: Land of the Connected ConsumerU.S. citizens are a driving force behind calls for greater access to online shopping. Yet, while

U.S. consumers echo many global ecommerce behaviors – particularly the desire to do more

online than make purchases – widespread accessibility to online shopping and established

fulfillment networks in America have quickly raised the bar for what people desire.

To exceed these ecommerce expectations, brands should consider diverse device usage,

easier search functions and new technology-driven conveniences.

The Rise of SmartphonesWith a record number of smartphone owners in America (77

percent), it’s no surprise that U.S. shoppers are comfortable

completing online activities via a diverse range of devices.

Twenty percent of U.S. smartphone owners make purchases from

their devices daily, and over half (57 percent) purchase multiple

times per month. U.S. shoppers are also familiar with browsing

and researching on their smartphones. The same goes for newer

technologies like voice-activated devices and smartwatches. Over

half of voice-activated device owners (52 percent) and smartwatch

owners (54 percent) make monthly purchases from these devices.

Personalization ExpectationsWhile just about the same number of U.S. and global shoppers want

personalization in their digital experiences, just a quarter of U.S.

shoppers (24 percent) believe brands do not care enough about

personalization online.

The existence of personalization in many walks of American life

has, in a sense, spoiled U.S. shoppers to the strategy. This is good

for brands, because U.S. shoppers are more comfortable with

personalization techniques and increasingly welcome unique

experiences that go beyond name or age. However, this has also left

U.S. shoppers with heightened expectations.

The risk is worth the pay-off though, as U.S. shoppers are willing

to reward brands for their commitment to personalization online.

For example, a third (32 percent) of U.S. shoppers are more likely

to be repeat purchasers with brands that personalize their digital

experiences. Again though, brands should be mindful of blending

this demographic information with behavioral data sourced online to

generate a holistic profile of online shoppers.

New ExperiencesThirty-two percent of Americans shop online weekly, with two-

thirds (66 percent) shopping online at least monthly. This had led 71

percent of U.S. shoppers to say they plan to make more purchases

this year than in 2017, slightly above the global average.

Logging on more frequently has given U.S. consumers opportunities

to try new technologies throughout their shopping experiences.

Again, this has created expectations. U.S. shoppers care more

about features like two-day shipping and conveniences such as

order online and pickup in store. Similarly, U.S. shoppers have tried/

are interested in trying new features at a faster clip than global

consumers. This includes in-store capabilities like smart mirrors,

drone delivery and AR/VR, and online functions like chat assistance

and biometric logins.

Overall, U.S. shoppers have embraced online shopping and have few qualms about researching and making purchases. However, the popularity of ecommerce in America – and easy access to it – means that brands have to push the limits to continue delighting consumers online.

AppendixReimagining CommerceEpiserver

http://www.pewresearch.org/fact-tank/2017/01/12/evolution-of-technology/


The United Kingdom: Land of the Enthusiastic ShopperU.K. residents are the most frequent online shoppers, according to the survey. However, their

shopping behaviors and device preferences to date have been more traditional than people

globally.

Rather than shying away from such conclusions, brands looking to better engage U.K

shoppers should treat every day as an opportunity to populate future ecommerce interactions

with new and exciting experiences. To avoid rocking the boat when adding in these new tech-

driven features, however, brands should also be mindful of dedicating resources to improving

areas where U.K. consumers place the greatest value when shopping online. This includes the

accuracy and completeness of the information they see online.

Shop ‘Til You DropThe survey found that 80 percent of U.K residents now shop online

at least monthly. However, the majority of these conversions are

happening across traditional devices like desktops and laptops.

Just 8 percent of U.K smartphone owners are making purchases

from these devices daily. Similarly, three-quarters (74 percent) of

U.K. shoppers do not own smartwatches yet, and 69 percent do not

own voice-activated devices.

That said, brands must begin engineering valuable experiences on

new devices in anticipation of greater adoption. With U.K. residents

already shopping online at such a high frequency, the logical next

step is for them to diversify their device preferences. This is a great

chance for brands to get ahead of U.K. online shopping behaviors

and serve as the bridge to new and more valuable experiences.

Such forward thinking is good for brands, too. As new devices

become easier to use and more sophisticated in their own rights,

they will offer employees greater conveniences and customer

insights. For example, after instituting a mobile app, perhaps

marketers can begin to better understand and improve the

relationship between their advertising efforts and real-time triggers

such as location or weather.

Ample InformationWhen it comes to making online purchases, U.K. residents engage

in thorough research. In fact, 75 percent of U.K. shoppers say that

incorrect or incomplete content dissuades them from completing

purchases often/always. U.K. residents demonstrate a particular

interest in product specs, customer reviews and images.

Perhaps these high standards have helped U.K. residents realize

that online shopping is a two-way street. U.K. residents may be

staunch believers in research and details, but they’re also willing

to forfeit more information than other global consumers in

exchange for better online experiences. U.K. respondents are

slightly more comfortable sharing basic demographic information

like email, gender and name, as well as data that enables brands

to execute much more personalized campaigns. This includes

their current locations and psychographic details (values, lifestyle

preferences, etc.).

Ultimately, a bit of hand holding during the research stage goes

a long way with U.K shoppers in terms of earning their trust and

loyalty. Consumers will see brands that prioritize education – both

helping shoppers learn more about products/service and brands

taking the time to learn more about shoppers – as valuable

resources that care about the effectiveness and enjoyability of their

ecommerce experiences.

Improved ExperiencesForty-three percent of U.K. residents feel brands do not do enough

to personalize their online shopping experiences, almost 10 percent

higher than the global average. This sentiment has not led U.K.

consumers to feel more frustrated or disappointed in brands than

others, but this could quickly change if companies cannot add

personalization into their online interactions.


Again, rather than seeing this as a red flag, brands can preempt

shopper disappointment as they adopt experience-driven

commerce strategies. U.K. shoppers are good candidates for new

technology functions. To date, just 33 percent of U.K. shoppers have

tried chat windows for assistance while shopping online, and only

12 percent have tried fingerprint recognition capabilities. The same

goes when shopping in store. Just 2 percent of U.K. shoppers have

tried 3D printing, 3 percent have tried AR/VR and 5 percent have

tried smart mirrors.

Brands cannot take U.K. respondents’ above-average online shopping habits for granted. Rather, they should treat today’s positive relationships as opportunities to pave the way for more diverse and valuable experiences tomorrow. This includes investing in the research stage of online shopping, preparing for omni-device usage and incorporating new technology capabilities and experiences that will delight U.K. shoppers when they’re ready.

Reimagining CommerceEpiserver Appendix

Germany: Land of the Frictionless Experience SeekerGerman consumers are shopping online less often than others, and when they do, their

concerns typically center on simple, easy user experiences. German shoppers are reticent to

embrace emerging technologies and omnichannel experiences and would rather brands first

focus on removing friction from their digital interactions.

However, this perspective is not due to substandard interest. Rather, German shoppers lack

exposure to many of the same digital experiences that other global consumers would consider

commonplace. Brands can shine a light on what’s now possible online and strategically add in

new experiences to encourage more German shoppers to make future online purchases.

Logging Off?Fifty-eight percent of German consumers are shopping online

at least monthly, but just 13 percent are shopping online weekly.

In a move that defies global trends, over half (57 percent) of German

shoppers expect to make more purchases this year than they did

in 2017.

Personalization MilestonesGerman consumers have historically been tough sells on

personalization. While 29 percent of global shoppers say nothing

would change the amount of personal information they share with

brands, 42 percent of German shoppers say the same.

At first glance, these findings may alarm marketers hoping to

engage German consumers with unique experiences. However,

considering that an equal number of global and German

shoppers feel that brands don’t do enough to personalize their

experiences online, companies should feel optimistic about the

role personalization can play moving forward. The strategy’s

absence hasn’t upset German shoppers historically, and this lack of

exposure to personalization techniques leaves marketers with many

opportunities to delight these people moving forward.

While the majority of German shoppers won’t feel more loyal

to a brand that personalizes their experience (61 percent say

personalization does not increase their trust, loyalty or likelihood

to be a repeat shopper or interest in sharing that brand with

others), that still leaves about 40 percent for brands to personalize

experiences for first. If executed well, brands may convert other

skeptics down the road.

Brands can try personalization in store, too. One in three (31 percent)

German shoppers want store associates using in-store tablets to

find product recs based on their search and purchase histories

(compared to 45 percent of global shoppers). Again, marketers

should try to win over interested shoppers first. Then, they can

work against other shoppers’ preconceived notions by introducing

valuable and enjoyable personalization touch points that go beyond

demographic information.

Simplicity Is KeyGerman shoppers express above-average interest in the technical

elements of online shopping. They rank an easy-to-use website as

their top must-have for ecommerce websites, while global shoppers

rank it second. Similarly, German shoppers say that the absence

of free shipping (59 percent), returns information (54 percent) and

shipping tracking (53 percent) can be deal breakers.

Combined, these findings indicate that German shoppers want their

ecommerce experiences to be as streamlined as possible. This

is affirmed by the fact that 59 percent of German consumers go

directly to the product/service they came for when first visiting

a brand’s website/mobile app, compared to just 50 percent of

global shoppers.

Even German consumers’ interests in omnichannel shopping


features and tech-driven experiences showcase how their priorities

lie in frictionless online shopping interactions. Thirty-seven percent

of German shoppers are not looking for any new features when

completing purchases across channels, compared to just a quarter

of global shoppers. Similarly, the majority of German shoppers are

less interested in trying new technologies throughout their in-store

experiences than global shoppers, and even less so online.

This has led German shoppers to rate their past experiences with

new features much more harshly than global shoppers – 34 percent

of German shoppers give excellent/good ratings compared to 73

percent of global shoppers. Most shockingly, German shoppers

are almost twice as likely not to give these features another try (20

percent to 11 percent globally).

German shoppers have made it clear that they care most about a frictionless and easy online shopping experience. But brands can help them see that they should also be interested in the personalization and overall experience of shopping online.

In doing so, brands must remember that German consumers’ skepticism is attributable to a lack of exposure to frictionless online shopping experiences, not a lack of interest. That’s where brands can provide the most value for these shoppers: demonstrating that frictionless and personalized user experiences aren’t competing goals, but rather parts of the same whole when ecommerce experiences are properly engineered.


Nordic Countries: Land of the Rising PurchaserMany Nordic consumers are not yet aware of ecommerce’s full potential. While readiness

differs slightly across Nordic countries, brands should take note – now is the time to invest in

this region’s online shopping experiences.

As we see more and more Nordic consumers turn to online shopping, brands in this region

must roll out innovative experiences and technology functions in the near future to keep

earning Nordic sales. However, while the pace of ecommerce may be fast in some regards,

Nordic geography will make other areas of online shopping difficult (for example, fulfillment).

To strike balance in the Nordic region, brands must both address current geographic

limitations and prepare for tomorrow’s experience demands.

More Online Shopping to ComeJust half (49 percent) of Nordic people are shopping online monthly

or more frequently, compared to 64 percent of global shoppers.

Similarly, just 13 percent of Nordic consumers say that purchase is

their primary intent when visiting a brand’s website for the first time,

and only 42 percent first visit the product they went online to find.

However, online shopping in this region is on the rise. Sixty-nine

percent of Nordic shoppers plan to make more online purchases

next year than this year, while just 63 percent of global shoppers say

the same.

The Rise of SmartphonesIncreased online shopping habits go hand-in-hand with the rise

of smartphones in Nordic countries. When it comes to daily online

shopping needs, Nordic consumers are taking to smartphone

devices. Thirty-one percent of Nordic smartphone owners browse

on smartphones daily, 17 percent conduct research and 8 percent

complete purchases. However, while smartphones are the most

popular device for daily online shopping, Nordic consumers revert

back to more comfortable devices like laptops and desktops for

ecommerce needs that take longer.

This rise in routine smartphone usage poses new challenges for

brands, but also many more opportunities. While brands must

navigate the responsibilities of mobile-friendly websites and ensure

that information/communications are consistent across another

device, smartphones open companies up to all types of new

engagements and marketing strategies.

Growing Delivery ExpectationsHalf of Nordic shoppers say shipping tracking (45 percent) and

information about returns (47 percent) are must-haves for today’s

ecommerce websites. Speed and convenience as it pertains to

websites and shipping are also requirements, with 33 percent of

Nordic shoppers identifying fast shipping as a must-have and 26

percent looking for two-day shipping when making purchases

across multiple devices.

Yet, 61 percent of Nordic people have abandoned a purchase

because shipping was too expensive. Nordic shoppers have

heightened expectations for their fulfilment experiences, but aren’t

willing to make above-average payments for them.

Moving forward, Nordic brands must balance elevating their

fulfillment capabilities to match global standards with keeping costs

down. The financial burden of streamlined delivery cannot fall on


shoppers. Companies must instead invest in management systems

and fulfillment technologies that drive operational efficiencies and

first reduce shipping costs internally. This is especially important

considering the rise of daily smartphone activity in this region, as

brands must be able to guarantee the delivery of smaller, but more

frequent orders.

Nordic countries have experienced success with other transactional online needs outside of commerce. Shoppers in this region may not have a strong interest in new technology experiences just yet, but brands can improve the fulfillment component of their overall online shopping experience to make ground with these consumers now. When they time is right, they can then dedicate additional resources to other areas of the online shopping experience, such as search.

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