eCommerce: moving online to combat the crisis

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If before 2020 it was beneficial for certain types of businesses, now it is unquestionable for many businesses : online sales are their salvation in the face of the crisis caused by the pandemic.

As Bill Gates said, “ There will be two types of businesses in the 21st century: those that are on the Internet and those that are no longer on the Internet .” If you also introduce a global viral plague and the rise of online consumption into the equation, the digitalization of many companies is quite justified, especially in mass consumption, fashion and food.

We're seeing it month after month in statistics, in hundreds of reports, and through consumption trends, at the state level and beyond.

For a virtual store, it is important to closely follow both the student database shopping trends in the sector and to know the profile of the digital consumer it is targeting.

According to Seur's E-shopper Barometer , “ the online consumer is mature, although slightly less so than in other European countries .”

Let's draw a robotic portrait of the online buyer in Spain :

It generates 77% of the total volume of the Spanish online market and 63% of this group has been buying online for more than five years, on average once a month. What does this mean? Our conclusion is that it is starting to be crucial for all those businesses that do not yet offer their product or service online to consumers and companies to go digital as soon as possible.

According to the same study, more than 60% believe that online shopping significantly reduces the stress of in-person shopping, and almost 85% say that their experience in the purchasing process is positive, as well as easy. These reasons are essential when it comes to including them in communication or advertising speeches, they are their motivations.

Regarding habits and behaviors, three large groups or types of consumer stand out above the rest of the profiles :

Hobbyist : Buys frequently (6-7 times a month). Believes in the practicality of eCommerce and defines it as practical, stress-free and saving time and money. Buys a wide variety of products, values ​​positively the reviews (checks and writes) on social networks. Defines himself as an expert and enthusiast of online shopping, is always connected and usually uses his mobile phone. He also buys on foreign websites as long as the service, delivery and return conditions are flexible.
Epicurean : does not shop as frequently and is somewhat more selective. The most sought-after products are fashion, health and beauty. Sensitive to environmental issues and CSR. Cautious and needs each step of the purchasing process to be secure. Since a large part of this profile tends to return products, they are careful when choosing the delivery company.