60% of consumers plan to increase their use of digital shopping channels: Wunderman Thompson commerce report


According to Wunderman Thompson Commerce’s Future Shopper Report 2022, 56% of global shoppers want to stay on their favorite social media platform to shop. 65% of consumers have already made a transaction through a social media platform, an increase of nearly 20% since 2021. Additionally, Thai consumers appear to be the most engaged in social commerce (85%), followed by India (80%) and China (77%).

The latest Future Shopper report validates the impact of the pandemic on digital, said Aadit Bimbhet, regional director of commerce, Wunderman Thompson APAC. “Covid-19 has accelerated digital adoption globally and in Southeast Asia, it is estimated that nearly 70 million new first-time shoppers have gone online. While marketplaces remain the dominant force online, consumer loyalty and preferences in APAC are changing in the face of fragmented online journeys. Consumers expect to interact with brands through multiple touchpoints and brands need to start offering connected commerce experiences to effectively acquire and retain buyers. Additionally, as competition for APAC shoppers increases, delivering cohesive, cohesive and engaging brand experiences will be crucial to capturing hearts, minds and wallet share over the long term,” he said. -he adds.

The report says social media investment in e-commerce and the growing influence of retail markets continue to drive online consumer spending, with global respondents saying 57% of their spending is currently online . The research shows that influence can be seen primarily in Asia-Pacific markets, with China leading online spending at 66%, followed by Indonesia and India at 64%, Thailand 60%, Australia 55% and Japan 48%. %. “But winning online means getting the right service – one of the biggest changes post-pandemic is the expectations and demands consumers have of retailers. Nearly a quarter (24%) of global consumers now expect two-hour delivery,” he added.

Interestingly, the Asia-Pacific region tops these requests with 46% of Indian consumers expecting delivery within two hours, Indonesia at 27%, and China and Thailand at 25%. These delivery expectations pose a conundrum for retailers, with 48% of global consumers demanding faster delivery, while 68% said they want brands and retailers to offer better environmental practices.

When consumers were asked if they “actively choose more environmentally friendly brands”, the Asia-Pacific region scores well above the global average. Thai consumers lead the world with 83%, followed by Indonesia in second place (82%), India in third place (81%) and China in fifth place (71%). Australia and Japan were the least active countries on sustainable choices in the region, at 46% and 38% respectively.

Another challenge for online sellers looking to provide service and sustainability is that 23% of everything global shoppers order online is returned and nearly four in 10 (39%) admitted to overordering with intention to return unwanted items, which presents another dilemma for the retailer’s digital supply chain, the report says. The worst offenders for returns in APAC were consumers in India, sitting at the top of the global rankings at 44%. Still, the least likely to return to the region was Japan at 13%.

Indeed, consumers are keen for retailers to invest in emerging technology trends, including cashless payments (58%) and cashless supermarket services such as Amazon Go (64%).

And the online world creates enormous value for retailers, with 60% of consumers planning to increase their use of digital shopping channels. This was driven by working from home (WFH), with 69% of consumers saying they made more purchases online and 62% saying they discovered new brands through WFH.

The results were even better this year for online marketplaces, such as Amazon, eBay, Mercado Libre, Rakuten, among others. 64% of global consumers go so far as to say they are excited about the prospect of buying everything through a retailer and more than a third (36%) are already starting their search for the best markets. While Amazon holds the No. consumers and prominent social media platforms.

For Hugh Fletcher, Global Head, Consulting and Innovation, Wunderman Thompson Commerce, TikTok, Twitter and Instagram, marketplaces and e-commerce more generally provide shoppers with an instant way to engage and purchase their favorite products and services. . “However, this means that demands are higher, expectations are higher and consumers have reduced patience; they want one-click products and services and won’t settle for second best. Add to that the rising cost of living, and retailers are struggling to get money from consumers when choosing where to shop, which brands to invest in, and which digital services to use.

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