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1、 THE FUTURE SHOPPER REPORT 2023A global report offering an unparalleled view into the world of online commerce and shopping behavior to help businesses win online,surveying 31,000+consumers across 18 international markets.7TH EDITION2UKAUSTRALIACHINATHAILANDSPAINFRANCEPOLANDINDIAGERMANYSOUTH AFRICAM

2、EXICOUSBRAZILNETHERLANDSARGENTINACOLOMBIAJAPANUAE31,647 CONSUMERS/18 COUNTRIES3HUGH FLETCHERGLOBAL MARKETING DIRECTOR AND THOUGHT LEADERSHIP LEADINTRODUCTIONWelcome to the 7th edition of Wunderman Thompson Commerce&Technologys“Future Shopper”report,offering an unparalleled global view into the habit

3、s of online shoppers.Like last year,this report covers 18 countries and over 31,000 consumers,giving us a truly global view of online shopping behaviors.We have now entered an era which we can call“post-COVID-19”,but much of the collateral damage remains,with the scars in retail still present.And wh

4、ile we might have hoped that being post-pandemic would have coincided with a sense of peace and harmony,it feels like the world is in even greater turmoil than before be that because of the war in Ukraine,other growing geo-political tensions,inflation,or the cost-of-living crisisSo,how is this all a

5、ffecting the way consumers shop online,and what does it mean for brands,retailers and marketplaces?The over-riding aim of our Future Shopper survey is to highlight the trends that businesses need to be strategically planning for,and act upon.And to cut through the opinions and stories to find the fa

6、cts.We hope you enjoy this report,and remember,you dont need to read every page to understand the story,as weve packaged up both the headlines,and a condensed version of the report.METHODOLOGYThe research was conducted by Censuswide,with 31,647 online shoppers who shop online at least once a month i

7、n the following markets:UK,US,France,Spain,China,Japan,Australia,Brazil,Argentina,Mexico,Colombia,India,Poland,UAE,Netherlands,Germany,South Africa and Thailand between 06.04.2023 20.04.2023.Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles

8、.4CONTENTS3 INTRODUCTION5 THE HEADLINES YOU NEED TO KNOW8 THE FUTURE SHOPPER CONDENSED10 SECTION 1:CHANGING CONSUMERS,CHANGING BEHAVIORS24 SECTION 2:WORKING FROM HOME(WFH)30 SECTION 3:THE CUSTOMER JOURNEY36 SECTION 4:THE CUSTOMER JOURNEY BY INDUSTRY44 SECTION 5:ONLINE PURCHASING IN MORE DETAIL50 SEC

9、TION 6:GETTING THE EXPERIENCE RIGHT68 SECTION 7:MARKETPLACES76 SECTION 8:SOCIAL COMMERCE 88 SECTION 9:SUSTAINABILITY 94 SECTION 10:NEW CHANNELS,TECHNOLOGIES,AND THE FUTURE 102 SECTION 11:GAMING COMMERCE 107 CONCLUSION108 HOW WE CAN HELP YOU5THE B2C FUTURE SHOPPER REPORT 2023:THE HEADLINES YOU NEED T

10、O KNOW6THE HEADLINES YOU NEED TO KNOW.3.NEW WAYS OF WORKING ARE ALSO IMPACTING HOW WE SHOP.WFH is changing how we research purchases online,the retailers and brands we are loyal to,and where we ultimately spend our money.What does this mean for you?Are you clear what impact a new,more online shopper

11、 will have on your business,loyalty to your brand or retailer,and the channels through which you sell?4.WEVE WELCOMED THE RETURN TO PHYSICAL STORES.The majority of consumers still favor retailers and brands with physical and digital stores,and in the search and inspiration phase we have seen the re-

12、emergence of physical stores to be key during the purchase process.What does this mean for you?Review your balanced channel strategy.Does it allow consumers to seamlessly shift across channels,and across digital and physical?1.THE ONLINE WORLD AND CONSUMER BEHAVIORS ARE STARTING TO SETTLE FOLLOWING

13、THE PANDEMIC-RELATED DISRUPTION.One of the key observations this year is a consistency of data with last year.This is striking given the huge year-on-year data changes we have recorded since 2020.What does this mean for you?Is your strategy in-line with all current trends,and are you accurately pred

14、icting how consumers will engage with you in the future?2.ONLINE SHOPPING REMAINS STRONG,AND WILL GROW.but we have not seen huge YOY growth in online shopping since last year.However,large growth is scheduled over the next 10 years,so businesses must think online-first,and focus on enabling sales ac

15、ross an ever-increasing number of channels.What does this mean for you?Is your business planning and acting“digital-first”and changing processes and organizational structures to reflect these trends?5.MARKETPLACES CONTINUE TO DOMINATE THE CUSTOMER JOURNEY,EXPERIENCE AND SERVICE.But the share of spen

16、d percentages is not growing,and there are signs of recovery for D2C brands,who have addressed their issue of losing consumers during the purchase phase.What does this mean for you?Is your marketplace strategy delivering what it needs to?Is your content optimized to make you stand out from the crowd

17、?And how are you remaining connected to your consumers?78.SOCIAL COMMERCE HOLDS HUGE FUTURE POTENTIAL.Consumers consistently tell us they will use it more in future as a purchase channel.This is encouraging,given that many of the friction points,such as in-app purchasing,and full back-end integratio

18、n,are yet to be completely realized.What does this mean for you?Do you have a social commerce strategy?Are you thinking about technology and integrating your back-end systems?9.SUSTAINABILITY,ETHICS AND PURPOSE ARE KEY FACTORS IN PURCHASE DECISIONS.and consumers are increasingly choosing environment

19、ally friendly options and demanding transparency.What does this mean for you?Are you communicating your sustainability credentials and being clear about your practices and environmental impact?10.THE WORLD IS DIGITIZING,AND WE SHOULD THINK MORE DIGITALLY AND OUTSIDE OF OUR PHYSICAL LIMITATIONS.as th

20、ere are now more digital products,more digital platforms,and more consumers who believe their avatars are just as important as their flesh and blood bodies.The future will be one where physical products and services will be reinvented to work in the digital and physical world.What does this mean for

21、 you?Are you reviewing your future product and distribution strategy?Are you innovating for the future,or just focused on the present?Dont let consumers desire to digitize come as a surprise,and too late for your business!7.EXPERIENCE IS KEY BUT THE NUMBER ONE DRIVING FORCE FOR ONLINE DECISION-MAKIN

22、G IS PRICE.Online shoppers are price-sensitive when deciding who to purchase from,but not far behind is the need for service;notably around delivery,returns and availability.What does this mean for you?How is your pricing strategy affecting your success?And how can you compete using service as a dif

23、ferentiator?6.RETAILERS AND BRANDS MUST CONTINUE TO IMPROVE THEIR ONLINE EXPERIENCES.Consumers remain unforgiving of poor online experiences they demand super-fast delivery,easy and free returns,product availability,and are skeptical that brands and retailers really know and understand the customer

24、journey.What does this mean for you?Do you really know the full journey your consumers take to purchase from you?What works?What doesnt?Where are the weaknesses that your competitors can exploit?THE HEADLINES YOU NEED TO KNOW.8THE FUTURE SHOPPER 2023 CONDENSED2.WORKING FROM HOME(WFH)IS CHANGING HOW

25、SHOPPERS BUY.65%of consumers say they shop online more because of working from home.66%of global shoppers say they spend more time researching their purchases due to WFH,while 65%say they have discovered new brands and retailers as a consequence of WFH.66%of consumers want their future working habit

26、s to feature more working from home.3.THERE IS DEMAND FOR OMNI-CHANNEL SHOPPING ACROSS AN EVER-INCREASING SET OF CHANNELS,DEVICES AND ACROSS PHYSICAL AND DIGITAL.56%of consumers say they want seamless communication across digital and physical channels,and the ability to move between them.60%of globa

27、l shoppers prefer to shop with a retailer or brand that has both digital and physical stores.32%of all online spending globally is done on mobile phones.4.THE CUSTOMER JOURNEY IS OMNI-CHANNEL AND SEAMLESS,ALBEIT FIRST AND FOREMOST A DIGITAL ONE.64%of inspiration is gained from online sources.24%of c

28、onsumers use in-store browsing as their main source for inspiration.71%of the search process happens online.5.MARKETPLACES REMAIN THE NUMBER ONE ONLINE CHANNEL.35%of global shoppers get their inspiration from marketplaces,making it the number one channel for inspiration.31%of global shoppers search

29、for products on marketplaces,making it the number one channel for search.35%of all online shopping globally goes via marketplaces(the same percentage as last year).6.AND DONT UNDERESTIMATE THE ROLE MARKETPLACES COULD PLAY IN THE FUTURE.51%of global consumers are open to buying their energy,water and

30、 utilities from marketplaces like Amazon,Tmall and Mercado Libre.42%of global consumers are open to using a dating app provided by marketplaces like Amazon,Alibaba and Mercado Libre.7.BUT DESPITE THE MARKETPLACE DOMINANCE,THIS YEAR WE SEE A RESURGENCE IN PHYSICAL RETAIL AND D2C BRANDS.2nd place cons

31、umers identified physical stores as the number two channel for both inspiration and search for their online shopping.14%the percentage of online shopping through DTC brand sites,up from 7%last year.58%of global shoppers say they like buying from branded marketplaces.1.ONLINE SHOPPING IS RISING SLOWL

32、Y,BUT SHOWS NO SIGNS OF STOPPING.58%of all consumer spending is now online(vs 57%)last year.64%of spending will be online in 10 years time,according to consumer predictions.68%of global shoppers are now more comfortable with technology than last year.98.SOCIAL COMMERCE SHOULD BE IGNORED AT YOUR PERI

33、L.67%of global shoppers say they have already bought through social media platforms(up 2%on last year).53%of global consumers say they intend to shop more through social platforms in the future.39%of global shoppers say social-specific deals and discounts would encourage them to purchase on social m

34、edia platforms more.9.PRICE IS NO.1 WHEN IT COMES TO DECISION-MAKING ONLINE.56%of global consumers identify price as the most important factor when purchasing online,placing it in first position.53%of global shoppers say a better price would make them shop directly from a brand,making it the number

35、one reason for switching.46%of global consumers say they would choose another retailer or brand over a marketplace if their price was cheaper.$378 the average that global consumers are happy to spend on one item online,showing that,whilst price is important,big-ticket commerce is clearly here,too!11

36、.WHEN THINKING ABOUT SERVICE,MAKE SURE THAT YOU REMEMBER RETURNS!19%of everything ordered online is returned.35%of global consumers admit to over-ordering online items,with the intent of returning them.12.SUSTAINABILITY,PURPOSE AND ETHICS ARE MORE IMPORTANT THAN EVER,BUT NEED TO BE UNDERPINNED BY TH

37、E RIGHT PRICE AND SERVICE.52%of global shoppers claim to have changed their shopping habits due to concerns about global warming and the environment.59%of consumers believe that companies are not doing enough to offset their impact on the environment.46%of consumers have used sustainable delivery op

38、tions when ordering online(up from 43%last year).13.THE WORLD IS DIGITIZING,AND WE NEED TO REDEFINE OUR VIEW OF“CONSUMERS”.45%of global shoppers would prefer their products to be digital and instantly downloadable.37%of everything bought online is a digital product or service,vs 63%that is a physica

39、l item.57%of gamers spend money in game.49%of gamers told us they would be interested in buying real-world items in games.45%of global consumers signaled their interest in the ability to carry on purchasing after they die.We call this“post-death consumerism”.23%of global consumers are using,or have

40、used,the metaverse to make purchases online.10.PRICE MIGHT BE KING,BUT SERVICE IS NOT FAR BEHIND IN IMPORTANCE.The No.1 thing global consumers would change about online shopping is“faster delivery”.48%of consumers say that,when it comes to delivery,the number one change would be“faster delivery”,put

41、ting it as the number one desired improvement.2.15 days the average amount of time global consumers expect to wait for their online orders to arrive.Last year it was 2.36 days.23%of consumers now expect delivery in less than 2 hours!THE FUTURE SHOPPER 2023 CONDENSED10SECTION 1:CHANGING CONSUMERS,CHA

42、NGING BEHAVIORS11CHAPTER 1:ONLINE SPENDING CONTINUES TO GROWLets start our 2023 report with one of the most important questions:just how much spending is online?Last year,consumers told us that 57%of their spending was online.This year,this figure shows a modest rise to 58%.And where in the world is

43、 online spending highest?The answer is Mexico,where 69%of all spending occurs online 3%ahead of second placed Colombia,while bringing up the rear is France(48%).In fact,only two countries,France and Japan,dipped below 50%of spending being online.OF ALL CONSUMER SPENDING IS NOW ONLINE(VS 57%LAST YEAR

44、).58%12CHAPTER 2:ONLINE SPENDING IS SET TO GROW OVER THE NEXT 10 YEARSTo support both the short-and long-term planning goals of our audience,we dont just want to know whats happening today,but what the future will look like,too.So,lets look at the rest of 2023 to begin with.60%of global consumers sa

45、y online shopping will be more important to them in 2023 than it was in 2022,with Thailand leading the way(81%)and the Netherlands at the foot of the list(40%).Meanwhile,61%of consumers globally say they will increase their usage of digital shopping channels in the future.But how does this translate

46、 to the level of spend that will be online?To get a precise figure,we asked consumers to predict how much of their spending would be online in 10 years time.The answer was 64%6%up from the current 58%.It is in China that online spending will be greatest according to our audiences projections,with 75

47、%of all spending being online,while it is the French who predict the lowest online percentage of 53%.And where will the biggest changes occur?The Netherlands,South Africa and Japan look set to experience the biggest change,with consumers in these countries expecting a 12%swing from offline to online

48、 over the next 10 years.We also wanted to understand the influence of consumer age in these percentages,too.Currently,the over-65s spend the smallest percentage online(44%),but this will grow the most over the next 10 years.The 16-24-year-old age group spends the joint highest proportion(with 25-34-

49、year-olds),yet this is set to grow the least in the next decade.The group that will spend the most online in 10 years will be the 25-34-year-olds(67%).What does this mean?It supports the finding that,at a macro level,everyone is an online shopper,and everyone will be conducting the majority of their

50、 purchases online in the future.At the same time,there will clearly be nuances by age group and market most obviously,as a result of the impact of the cost-of-living crisis on disposable incomes.OF SPENDING WILL BE ONLINE IN 10 YEARS TIME,ACCORDING TO CONSUMER PREDICTIONS.64%13PERCENTAGE OF ONLINE S

51、PENDING%SPEND CURRENTLY ONLINE%SPEND PREDICTED TO BE ONLINE IN 10 YEARS TIME CHANGEOVERALL58%64%+6%MEXICO69%68%-1%COLOMBIA66%67%+1%INDIA64%64%0%CHINA64%75%+11%ARGENTINA62%66%+4%BRAZIL60%72%+12%THAILAND59%65%+6%UAE58%63%+5%SOUTH AFRICA58%71%+13%UK57%62%+5%NETHERLANDS56%68%+12%GERMANY55%64%+9%USA54%59

52、%+5%SPAIN54%55%+1%AUSTRALIA53%62%+9%POLAND52%63%+11%JAPAN49%61%+12%FRANCE48%53%+5%HOW MUCH SPENDING ACROSS AGE GROUPS WILL BE ONLINE IN 10 YEARS TIME?+3%+5%+6%+9%+10%+11%NOWAGECHANGEIN 10 YEARS65%67%65%62%59%55%16-2462%25-3462%35-4459%45-5453%55-6449%65+44%14CHAPTER 3:CONSUMER BEHAVIOR HAS CHANGED F

53、OR GOODOne of the barriers to online shopping adoption has historically been the level of comfort(or should that be discomfort)with technology.Many consumers fears of technology were challenged unexpectedly during the pandemic and,since then,we have witnessed increased ease and adoption.Last year,72

54、%of consumers said they were more comfortable with technology than the year before.Today,that figure is 68%,so,although not at 2022 levels,it still points to high confidence levels and proof that consumers are increasingly comfortable with technology.As one might expect,it is the over-65s that refle

55、ct the smallest percentage who say they are more comfortable with technology,at just 36%.The 25-34-year-old age group displays the highest confidence levels,scoring 77%.OF GLOBAL SHOPPERS ARE MORE COMFORTABLE WITH TECHNOLOGY TODAY THAN A YEAR AGO.68%15CHAPTER 4:DEVICES USED FOR ONLINE SHOPPINGWith m

56、ore purchasing taking place online,and very little to suggest this trend will stop its advance,we also need to understand which devices are enabling online shopping.Whats clear is that we are living in a mobile-first world,with 32%of all online spending going through mobile phones,followed in second

57、 position by laptops(17%)and desktops(16%).However,its worth pointing out that,when you add these two figures together,you see that computers(laptop and desktop)would take first place.What does this mean?It means that businesses who want to build the right experiences and conversion opportunities fo

58、r their consumers should apply a balanced if not entirely equal level of focus across mobile web,app,desktop and laptop users,to ensure their journeys are seamless,friction-free and consistent.OF ALL ONLINE SPENDING GLOBALLY IS DONE ON MOBILE PHONES.32%16EXPERT OPINION:WHY ONLINE COMMERCE NEEDS A MO

59、BILE-FIRST STRATEGY.With 38%of all retail transactions being through a mobile device,including tablet,creating the best possible mobile experience is not simply an option,it is a necessity for retailers.Your customers are demanding that you provide them with a simple,yet highly engaging,mobile exper

60、ience that makes best use of the hugely powerful technology they have in their hands.Ensuring you have the right strategy for your brand to meet that customer expectation is what will ensure you keep pace with those demands.Putting your mobile experience top of your experience list,ensures you creat

61、e the best experience for your most active channel.JONATHAN HEAPCTOE:JONATHAN.HEAPWUNDERMANTHOMPSON.COMHOW WUNDERMAN THOMPSON COMMERCE&TECHNOLOGY CAN HELP YOU:MOBILE TECHNOLOGY SERVICESWe help some of the most successful commerce brands to build complex and advanced mobile app solutions quickly,seam

62、lessly and always within resource.Were doing this through native apps reimagined,our advanced mobile platform,mobile commerce intelligence,bespoke mobile apps,intricate integration,and connecting customer experiences.The Wunderman Thompson mobile app platform is the most advanced in the market,consi

63、sting of features and functionality that place our clients far ahead of their competition.Find out more here.17THROUGH WHICH DEVICES DO CONSUMERS MAKE THEIR PURCHASES?CHAPTER 5:SHOPPING IS OMNI-CHANNELAs always,with so much talk about the rise of online spending amid ongoing reports of disappointing

64、 high street trading figures and closures,there is a tendency to say that physical shopping is on its last legs,if not dead.But,while we do see challenges for physical retailers,we also get a noticeably clear message from consumers that they would prefer to shop from retailers that have both physica

65、l and digital stores.Last year,60%of global consumers said they prefer to shop with a retailer or brand that has both digital and physical stores,and that percentage has stayed exactly the same this year.Once again,this is proof that businesses must develop their omni-channel strategies.This link be

66、tween physical and digital is most important in the UAE(78%),while German consumers seem far less fussed albeit,41%would still prefer digital and physical capabilities.MOBILE PHONE 32%LAPTOP17%DESKTOP16%TV11%GAMES CONSOLE7%TABLET6%SMARTWATCH4%SMART ASSISTANT4%VIRTUAL REALITY HEADSET3%18One thing bra

67、nds and retailers do need to work on is ensuring there is seamless communication and movement across channels.This is something that 56%of consumers claim is essential,with only 13%saying it is a non-issue.The message is clear different channels must work in unison to meet consumers expectations.Thi

68、s point is proven when we look at how consumers are constantly using both physical and digital channels together.Even if the purchase is ultimately made in-store,we see the contribution of digital,with 72%of consumers saying they research their purchases online before they buy them in-store.OF CONSU

69、MERS SAY THEY WANT SEAMLESS COMMUNICATION ACROSS CHANNELS,AND THE ABILITY TO MOVE FROM DIGITAL TO PHYSICAL,AND VICE VERSA.56%THE PERCENTAGE OF SHOPPERS WHO WOULD PREFER TO SHOP WITH A BRAND OR RETAILER THAT HAS BOTH A PHYSICAL AND ONLINE STORE.UAE78%INDIA77%THAILAND76%SOUTH AFRICA73%CHINA70%MEXICO70

70、%COLOMBIA69%ARGENTINA64%USA61%BRAZIL57%POLAND57%AUSTRALIA56%SPAIN54%FRANCE51%UK51%NETHERLANDS46%JAPAN42%GERMANY41%19EXPERT OPINION:WHY A BALANCED OMNI-CHANNEL STRATEGY IS VITAL TO THE SUCCESS OF BRANDS AND RETAILERSBrands and retailers have had the opportunity to learn so much more about their custo

71、mer behavior over the last few years than ever before,when digital touchpoints were,at times,the ONLY way customers could interact with brands and retailers.This means omni-channel strategies are ripe for refreshing,to redefine the future of how organizations engage with their customers,and elevate

72、the experience by maximizing the strengths of each channel.Unifying the customer experience across both owned real estate(,apps)and third party properties(e.g.social)is an ongoing challenge,so taking a fresh look at an organizations omni-channel strategy is a great opportunity to evolve the thinking

73、 to make it fit for future ambitions.SHALINA GANATRAHEAD OF ECOMMERCE CONSULTANCYE:SHALINA.GANATRAWUNDERMANTHOMPSON.COMHOW WUNDERMAN THOMPSON COMMERCE&TECHNOLOGY CAN HELP YOU:ERETAIL/CONSULTANCYWe help brands execute seamlessly and profitably across all digital channels through specialist eRetail se

74、rvices to help brands win in omni-channel commerce.Our offering comprises 3 core services:Commerce Strategy Commerce Execution Commerce Intelligence,and this unique portfolio spans strategy,channel build/develop,marketing execution and proprietary technology across D2C,owned retailers,marketplaces a

75、nd social commerce.To help you take the first steps,we offer two introductory services:A free Channel Audit to help accelerate your eCommerce performance through an assessment of your channel strategy.A free Retail Media audit to identify how to maximize your Return On Ad Spend.Find out more here.20

76、CHAPTER 6:BIG TICKET RETAILWhat can be sold online?The answer is pretty much anything!Especially as we see an appetite for spending more online.But,some concerns still exist over whether consumers are comfortable (and no doubt financed in todays challenging economic climate!)to spend big online.So,j

77、ust how much are consumers globally happy to outlay on a single item online?A sizable$378 is the answer.German consumers are happy to spend the most on one item online$749 in fact averaging twice the mean amount.This is well ahead of the second placed$646 that Chinese shoppers would be content to sp

78、end.And South African consumers are most reticent about spending large online,with an average of$106.This tells us that,increasingly,consumers are comfortable and relatively unrestricted in making high value purchases online.And this is supported by our research into B2B markets,too.Almost nothing i

79、s exempt from being sold online or,to put it plainly,every business is an eCommerce business.THE AVERAGE THAT GLOBAL CONSUMERS ARE HAPPY TO SPEND UP TO ON ONE ITEM ONLINE.$378WHAT IS THE MOST GLOBAL SHOPPERS ARE HAPPY TO SPEND ON A SINGLE PRODUCT ONLINE?01GERMANY$74902CHINA$64603 NETHERLANDS$49404SP

80、AIN$46805JAPAN$45506ARGENTINA$40207UAE$39908USA$38109UK$36610FRANCE$34811MEXICO$33912POLAND$33913AUSTRALIA$30614BRAZIL$30615COLOMBIA$26216THAILAND$21917INDIA$21618SOUTH AFRICA$10621CHAPTER 7:DIGITIZING PRODUCTS AND SERVICESOne trend weve been tracking for several years is the move from physical to d

81、igital products.We tend to think of buying online as being about physical products being ordered,picked,packed and delivered.In reality,a significant percentage of what is bought online is a digital product or service.In 2021,this figure was 33%,in 2022 it was 38%,and in 2023 this figure remains rel

82、atively stable at 37%.When it comes to age,as one might expect,digital products and services are more of a young persons game,with the percentage of digital items being bought decreasing with each age group.So,does this percentage of digital purchasing match the desire for digital products?Almost,bu

83、t it looks like there is still room for growth,as 45%of global shoppers would prefer their online purchases to be digital and instantly downloadable.Last year this figure was 49%.Could this be an indication that demand for digital products is plateauing,after the pandemic-accelerated digital rush?Yo

84、u might expect the youngest age group to be driving this.But thats not the case.While 50%do want their purchases to be digital and instantly downloadable,this is the same percentage as the 35-44-year-olds and behind the 54%of 25-34-year-olds.So,this isnt just about the youngest consumers!When it com

85、es to the countries,as with last year,we see India once again at the top of the list,albeit with a slightly lower percentage than last year,and again Japan is at the bottom of the list,with a drop in digital items being bought.Its worth noting that in the case of India,which leads several of our sur

86、vey tables,the cost of mobile internet data is among the lowest globally,with Indian consumers benefiting from free trials and massively slashed prices.This has contributed to the widespread adoption of mobile internet services in the country and massive mobile phone penetration across all strata of

87、 society and every part of the country.India is also one of the youngest nations in the world with a median age being around 28 years,and is expected to have one of the youngest populations in the world till 2030.Its also notable that Japan props up the bottom of many of our survey tables around dig

88、ital appetite and propensity.We take a closer look in section 6,chapter 10.OF EVERYTHING BOUGHT ONLINE IS A DIGITAL PRODUCT OR SERVICE,VS 63%THAT IS A PHYSICAL ITEM.37%OF GLOBAL SHOPPERS WOULD PREFER THEIR PRODUCTS TO BE DIGITAL AND INSTANTLY DOWNLOADABLE.45%THE PERCENTAGE OF DIGITAL PRODUCTS AND SE

89、RVICES BOUGHT BY AGE GROUPAGE16-2442%25-3440%35-4438%45-5434%55-6429%65+27%22WHICH COUNTRY HAS THE HIGHEST PERCENTAGE OF DIGITAL ITEMS BEING BOUGHT ONLINE?20232022DIFFERENCE01INDIA45%47%-2%02UAE41%41%0%03 USA41%43%-2%04AUSTRALIA41%40%+1%05ARGENTINA41%39%+2%06MEXICO40%41%-1%07UK40%38%+2%08COLOMBIA39%

90、39%0%09NETHERLANDS38%44%-6%10BRAZIL38%39%-1%11SOUTH AFRICA37%37%0%12THAILAND37%36%+1%13SPAIN37%38%-1%14GERMANY35%36%-1%15CHINA34%36%-2%16FRANCE32%35%-3%17POLAND31%NANA18JAPAN23%28%-5%23KEY THOUGHTS ONLINES RISE CONTINUES,ALBEIT AT A SLOWER PACE,BUT PROJECTIONS FOR 10 YEARS TIME REINFORCE THAT IT WIL

91、L ECLIPSE PHYSICAL SHOPPING.Businesses that do not have their online commerce strategy in place will find themselves increasingly at competitive risk,and will face difficult times ahead.CONSUMERS WANT OMNI-CHANNEL SHOPPING EXPERIENCES WHICH SPAN PHYSICAL AND DIGITAL.Get your omni-channel strategy ri

92、ght to ensure consumers can seamlessly move across channels and across physical and digital.EVERY BUSINESS IS AN ECOMMERCE BUSINESS,WITH CONSUMERS HAPPY TO SPEND BIG ONLINE.Revisit your online product strategy,and consider digitizing your products and services,as a significant proportion of what is

93、bought online is now digital.24SECTION 2:WORKING FROM HOME(WFH)25Its interesting to note the group that works from home the least is the over-55s,albeit their average is 2.49 days.The highest percentage is the 25-34-year-old age group(2.9 days).We also wanted to detect regional variances,too,and fou

94、nd that Brazil has embraced WFH the most,with the average number of days at home being 4.68 days a week.While the lowest are France and Spain each on 1.99 days.THE NUMBER OF DAYS,ON AVERAGE,GLOBAL CONSUMERS WORK FROM HOME PER WEEK.2.77Pre-2020,it would be hard to imagine that wed need a section on t

95、he effects of working from home(WFH)in our Future Shopper survey.But many things have changed in the ensuing years.Working from home,and our new,hybrid approach to work location continues to divide opinion and elicit emotions.Its something weve been eager to track over the last couple of years.But t

96、his report is about shopping behaviors,so what we really want to know is how has working from home influenced shopping behavior?CHAPTER 1:WFH RIGHT NOWBefore we investigate,lets get the lie of the land.Across the 18 markets we surveyed,the average number of days that consumers work from home per wee

97、k is 2.77,with only 1 in 5 of us(21%)not working at home at all.26CHAPTER 2:WORKING FROM HOME IN THE FUTUREThats the here and now,but what exactly is the appetite for working from home in the future?Last year,3 in 5 consumers(60%)said they wanted their future working habits to feature more working f

98、rom home.This year,the number has risen to 66%.So,what do these WFH developments spell for consumer behavior?Lets start by looking at whether WFH has increased online spending.The answer is a resounding“yes”,with 65%of consumers saying they shop online more as a result of working from home.OF CONSUM

99、ERS ARE SHOPPING ONLINE MORE AS A RESULT OF WORKING FROM HOME.65%We also wanted to examine whether there had been any impact on loyalty due to WFH.Over half of consumers(56%)say their favorite retailers have now changed as a result of WFH,while 57%admit they feel less loyal to physical stores they u

100、sed to frequent.These indicate a remarkable trend,and one weve seen reflected even further in B2B sectors.27EXPERT OPINION:WHY BUSINESSES SHOULDNT DEFAULT TO THE NORMAL RULES OF ENGAGEMENT,WITH MORE OF US WORKING FROM HOMEConvenience is a key factor in our decision making,and where and how we choose

101、 to spend our money.And WFH is all about convenience!Experience is clearly vital to the performance of physical stores and online,but convenience is all about the ecosystem being adapted to peoples needs.While leaving our homes more and more for your personal life(family,sports,meeting with friends)

102、,anything that may support non-specific,added value tasks and that means shopping!goes into digital,automated,delivered and convenience choices.And this is what we are seeing firsthand in Brazil today.Its a trend that emphasizes the importance of loyalty programs to enhance the relationships with fr

103、equent buyers to increase competitive barriers,and the level of service that any given digital commerce business should deliver.GLENDA KOKCHIEF OF TECHNOLOGY BUSINESS LATAME:GLENDA.KOKWUNDERMANTHOMPSON.COM28CHAPTER 3:HOW WFH HAS CHANGED HOW WE SHOP ONLINEIt would certainly appear that WFH has enable

104、d consumers to shop in a slightly different way;66%say they spend more time researching their purchases online,while 65%say they have discovered new brands and retailers.It has also changed a number of other things.For instance,our findings suggest that the majority of consumers(63%)feel they are sa

105、ving money on discretionary items like coffee and snacks.The flipside of this is that 59%of consumers believe they spend more on themselves through self-gifting,due to the savings they make from commuting less.And WFH has also increased the importance of delivery,with 69%saying that,due to working f

106、rom home,delivery has become even more important to them.But the new WFH dynamics have also signaled notable concerns,too.Over half of consumers globally(51%)conceded that their mental health has suffered due to increased working from home.We can only speculate as to the main reasons here.For instan

107、ce,with our survey revealing that 63%of consumers are spending more time on social platforms due to WFH,is this heightened social media exposure one of the leading determinants?OF SHOPPERS ADMIT THEIR MENTAL HEALTH HAS SUFFERED DUE TO MORE WORKING FROM HOME.51%OF SHOPPERS SAY THEY SPEND MORE TIME RE

108、SEARCHING THEIR PURCHASES DUE TO WFH,WHILE 65%HAVE DISCOVERED NEW BRANDS AND RETAILERS.66%29KEY THOUGHTS CONSUMER BEHAVIORS HAVE EVOLVED,AND ONE OF THE AREAS OF CHANGE HAS BEEN DRIVEN BY WFH.Think about how more research,and wavering loyalty,can be used to your advantage to drive consumers to your s

109、ites to transact.BUSINESSES WHO PREVIOUSLY RELIED ON THE COMMUTING PUBLIC MUST REINVENT WHERE AND WHAT THEY SELL,TO CATER FOR A WORKFORCE THAT IS HUNGRY FOR MORE WFH.Consider a full reassessment or at least an update of your future strategy to ensure your business is more prepared to accommodate the

110、 worker and consumer of the future.30SECTION 3:THE CUSTOMER JOURNEY31In this section,we look at a simplified customer journey across inspiration,search and purchase to identify which channels consumers use whats changed,and what this means for the omni-channel strategies of brands and retailers.Of c

111、ourse,journeys are never this linear,but for the purposes of identifying the key channels,weve used this approach for clarity.CHAPTER 1:WHERE ARE ONLINE SHOPPERS FINDING THEIR INSPIRATION?First,lets consider the weighting of online versus offline as the source of inspiration.We found that 64%of insp

112、iration comes via online,and 36%offline,which makes finding inspiration overwhelmingly an online affair.But where exactly do consumers go to get this inspiration?In 2022,for the first time,we saw marketplaces jump into the number one position when it came to inspiration.At the time,we identified how

113、 surprising this was,given that marketplaces are often seen as predominantly rapid,transactional channels,as opposed to being places to spend time gaining inspiration.Yet,once again,we see marketplaces in number one position,increasing by one percent from 34%to 35%.OF INSPIRATION IS GAINED FROM ONLI

114、NE SOURCES.64%OF GLOBAL SHOPPERS GET THEIR INSPIRATION FROM MARKETPLACES,MAKING IT THE NUMBER ONE CHANNEL FOR INSPIRATION.35%32THE TOP 5 SOURCES OF INSPIRATION FOR GLOBAL SHOPPERS20232022CHANGE01MARKETPLACES(E.G.AMAZON,TMALL,MERCADO LIBRE)35%34%1%02BROWSING IN-STORE24%15%9%03 SEARCH ENGINES15%31%-16

115、%04BRAND WEBSITES15%14%1%05RETAILER SITES13%18%-5%NB.Percentages do not add up to 100%as consumers were asked to identify their top 3 sources of inspiration.However,that is where the similarities with last year end.This year,the big surprise is the re-emergence of physical stores and the decline of

116、search engines and social media channels.Last year,only 15%of global shoppers got their inspiration from physical stores,whereas this year it has risen to 24%.Could this be the effect of a post-COVID-19 renormalization?The big losers are search engines,which occupied second position last year,having

117、 fallen from 31%to just 15%.While weve seen search engines fall in importance when it comes to inspiration in the past,this year the drop appears significant.Also,social media channels and YouTube are no longer in the top 5.Social media channels fell from 28%to 10%while YouTube dropped from 25%to 7%

118、.This is a surprising dip,and again may point to a rebalancing following the pandemic,with more consumers returning to physical stores.33THE TOP 5 SEARCH CHANNELS FOR GLOBAL SHOPPERS20232022CHANGE01MARKETPLACES(E.G.AMAZON,TMALL,MERCADO LIBRE)31%36%-5%02BROWSING IN-STORE18%11%+7%03 SEARCH ENGINES14%3

119、0%-16%04BRAND WEBSITES14%15%-1%05RETAILER SITES12%18%-6%CHAPTER 2:WHERE DO ONLINE SHOPPERS SEARCH?Again,lets start by identifying just how much of the process is done online versus offline.It turns out that search is the most online of the three stages(inspiration,search and purchase),with 71%of pro

120、duct searches taking place online,versus just 29%offline.OF THE SEARCH PROCESS HAPPENS ONLINE.71%Last year,we called out that the big losers,when it came to search,were search engines,falling from first position to second.This year,the fall from grace is even greater moving into third position,and d

121、own by 16%.But marketplaces,too,have lost some of the dominance when it comes to search,moving from 36%to 31%.The big winner again this year is“in-store”,seeing a 7%increase versus last year.What does this data tell us?It confirms there are more and more channels through which to search,and it tells

122、 us that marketplace strategies,tactics and presence need to be readied and executed well.It also shows us that consumers are operating across digital and physical channels when searching for products.All of this highlights that brands and retailers need to get their omni-channel strategies right,wi

123、th a powerful mix across channels.“IN-STORE BROWSING”HAS SEEN A LARGE INCREASE WHEN IT COMES TO SEARCH,UP 7%IN 2023 VS 2022.34CHAPTER 3:WHICH CHANNELS DO GLOBAL SHOPPERS USE TO PURCHASE?The final stage of the journey is the purchase itself.So,lets examine what percentage of consumer expenditure is s

124、pent in which channel online.As with last year,and without any change in percentage,we see marketplaces at the top,accounting for 35%of all online spending.In second place,we see supermarkets and grocers,with a slight dip from 17%to 15%.While in third place,and the biggest gainer this year,we see br

125、anded sites up from 7%to 14%.OF ALL ONLINE SHOPPING GLOBALLY GOES VIA MARKETPLACES,THE SAME PERCENTAGE AS LAST YEAR.35%WHERE DO GLOBAL SHOPPERS SPEND THEIR MONEY ONLINE?20232022202101MARKETPLACES35%35%42%02SUPERMARKETS AND GROCERS15%17%18%03 BRANDED WEBSITES(E.G.NIKE,APPLE,DYSON,ETC.)14%7%8%04RETAIL

126、ER SITES(E.G.ASOS,MACYS,ARGOS,UNIQLO)13%12%12%05VIA AN AGGREGATOR/DELIVERY APP(DOORDASH,DELIVEROO)5%11%11%06CONVENIENCE STORES(E.G.7-ELEVEN)5%NANA07SOCIAL IN-APP PURCHASING(E.G.INSTAGRAM,WEIBO)5%14%7%08OTHER3%4%3%09GAMING3%NANA10METAVERSE1%NANA35When we investigated the influence of age on where onl

127、ine shoppers purchase,this gives us some very interesting figures.For instance,when it comes to marketplaces,the percentage of spending increases across each age group(from youngest to oldest),ranging from 16-24-year-olds who spend 28%on marketplaces,to 44%of over-55s.Should this be ringing alarm be

128、lls for marketplaces for the future?Or is it a clear opportunity that marketplaces as well as brands and retailers should be exploiting?Whilst its likely to be a mix of many things,its worth closer consideration.For branded sites,the opposite is true.As each age group gets older,a smaller percentage

129、 shop from branded websites,from 19%in the 16-24-year-old age group to just 9%in the over-55s.KEY THOUGHTS SHOPPING IS VERY MUCH AN ONLINE EXPERIENCE,WITH INSPIRATION AND SEARCH BEING DRIVEN PREDOMINANTLY BY ONLINE EXPERIENCES.Is your business offering consumers the inspirational experiences they wa

130、nt online,and are they using your sites to search?MARKETPLACES CONTINUE TO DOMINATE ACROSS INSPIRATION,SEARCH AND PURCHASE.What does your marketplace strategy look like?Is it driving the business that you want and need it to?Are you looking beyond Amazon and working with the leading marketplaces in

131、each region?In such a highly competitive market,how can your experience,and your share of wallet,be improved?PHYSICAL STORES HAVE HAD A RESURGENCE WHEN IT COMES TO INSPIRATION AND PURCHASE.What does your omni-channel strategy,spanning digital and physical,look like?Can you offer consumers the best o

132、f both worlds,whilst maintaining a consistent,seamless brand experience?DTC BRAND SITES HAVE SEEMINGLY OVERCOME THEIR ISSUES OF ATTRITION.Now,the challenge is to maintain and augment conversion rates,attracting more consumers at the inspiration and search phases,ensuring they convert on your site.HO

133、W WUNDERMAN THOMPSON COMMERCE&TECHNOLOGY CAN HELP YOU:DTC AND BRANDS:ADDRESSING ATTRITION AND MAKING A COMEBACKIn last years report,we called out the issue that direct-to-consumer branded sites were having with attrition.We identified that 14%of shoppers used them for inspiration,15%for search,but o

134、nly 7%for purchase.In other words,when push came to shove,users were leaving branded sites and parting with their money on other channels.This year,however,it would seem that the vital matter of attrition has been addressed,with conversion rates relatively consistent across the journey.Now,15%of con

135、sumers use branded websites for inspiration,14%for search,and 14%for purchase.This is great news for brands and reflects how hard many have been working on ensuring that their user experience,content and functionality drives consumers to transact on their sites.36SECTION 4:THE CUSTOMER JOURNEY BY IN

136、DUSTRY37A DEEPER DIVE INTO 12 KEY SECTORS One of the leading challenges that has been posed to us when presenting customer journey data is that,whilst showing a single view on where consumers get inspired about,search for,and purchase“different”products offers a useful high-level view,it misses some

137、 telling industry nuances.So,this year we looked into specific sectors,too.38NB.For inspiration and search,consumers could choose multiple answers,reflecting the multiple sources they use.For purchase,consumers were asked what percentage of their spend on these items they spent in each channel(with

138、the total adding up to 100%).THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR ALCOHOL ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)38%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)33%SUPERMARKETS AND GROCERS21%02BROWSING IN-STORE31%BROWSING IN-STO

139、RE21%I NEVER BUY THIS PRODUCT ONLINE19%03 SEARCH ENGINES17%SEARCH ENGINES14%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)13%04BRAND WEBSITES16%RETAILER SITES13%RETAILER SITES8%05RETAILER SITES14%BRAND WEBSITES12%CONVENIENCE STORES7%THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR AUTO

140、MOTIVE AND ACCESSORIES ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)47%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)39%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)34%02BROWSING IN-STORE20%SEARCH ENGINES17%I NEVER BUY THIS PRODUCT ONLINE16%03 SEARCH

141、 ENGINES20%BROWSING IN-STORE16%OTHER MARKETPLACES10%04BRAND WEBSITES15%BRAND WEBSITES14%RETAILER SITES8%05COMPARISON SITES15%COMPARISON SITES12%BRANDED WEBSITES7%39NB.For inspiration and search,consumers could choose multiple answers,reflecting the multiple sources they use.For purchase,consumers we

142、re asked what percentage of their spend on these items they spent in each channel(with the total adding up to 100%).THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR BEAUTY PRODUCTS ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)40%LEADING MARKETPLACE(E.G

143、.AMAZON,TMALL,MERCADO LIBRE)34%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)27%02BROWSING IN-STORE29%BROWSING IN-STORE21%RETAILER SITES13%03 BRAND WEBSITES18%BRAND WEBSITES17%OTHER MARKETPLACES11%04SOCIAL MEDIA CHANNELS16%RETAILER SITES15%BRANDED WEBSITES9%05RETAILER SITES16%SEARCH ENGINES14%S

144、UPERMARKETS AND GROCERS9%THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR CLOTHING AND FASHION ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)39%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)34%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)24%0

145、2BROWSING IN-STORE33%BROWSING IN-STORE24%RETAILER SITES21%03 BRAND WEBSITES27%BRAND WEBSITES23%BRANDED WEBSITES17%04RETAILER SITES21%RETAILER SITES16%OTHER MARKETPLACES12%05OTHER MARKETPLACES17%OTHER MARKETPLACES16%I NEVER BUY THIS PRODUCT ONLINE5%40NB.For inspiration and search,consumers could choo

146、se multiple answers,reflecting the multiple sources they use.For purchase,consumers were asked what percentage of their spend on these items they spent in each channel(with the total adding up to 100%).THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR FINANCIAL PRODUCTS ONLINEINSPIRATIONSEAR

147、CHPURCHASE01SEARCH ENGINES25%SEARCH ENGINES21%I NEVER BUY THIS PRODUCT ONLINE24%02COMPARISON SITES18%COMPARISON SITES16%OTHER18%03 BRAND WEBSITES15%BRAND WEBSITES15%BRANDED WEBSITES10%04FROM TV,EMAILS,ADVERTS15%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)13%LEADING MARKETPLACE(E.G.AMAZON,TMAL

148、L,MERCADO LIBRE)9%05I READ NEWSPAPERS AND MAGAZINES ONLINE14%FROM TV,EMAILS,ADVERTS10%SOCIAL IN-APP PURCHASING7%THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR GROCERY PRODUCTS ONLINEINSPIRATIONSEARCHPURCHASE01BROWSING IN-STORE37%BROWSING IN-STORE28%SUPERMARKETS AND GROCERS31%02LEADING MAR

149、KETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)24%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)23%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)13%03 RETAILER SITES22%RETAILER SITES20%I NEVER BUY THIS PRODUCT ONLINE10%04CONVENIENCE STORES15%OTHER MARKETPLACES11%RETAILER SITES10%05VIA AN AGGREGAT

150、OR/DELIVERY APP12%CONVENIENCE STORES11%VIA AN AGGREGATOR/DELIVERY APP9%41NB.For inspiration and search,consumers could choose multiple answers,reflecting the multiple sources they use.For purchase,consumers were asked what percentage of their spend on these items they spent in each channel(with the

151、total adding up to 100%).THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR HEALTH AND PHARMACEUTICAL PRODUCTS ONLINEINSPIRATIONSEARCHPURCHASE01BROWSING IN-STORE28%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)26%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)23%02LEADING MARKETPLACE

152、(E.G.AMAZON,TMALL,MERCADO LIBRE)26%BROWSING IN-STORE22%I NEVER BUY THIS PRODUCT ONLINE15%03 SEARCH ENGINES17%SEARCH ENGINES15%SUPERMARKETS AND GROCERS12%04RETAILER SITES14%RETAILER SITES14%RETAILER SITES10%05BRAND WEBSITES13%BRAND WEBSITES12%OTHER MARKETPLACES8%THE TOP 5 SOURCES FOR INSPIRATION,SEAR

153、CH AND PURCHASE FOR HOUSEHOLD PRODUCTS ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)46%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)40%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)34%02BROWSING IN-STORE30%BROWSING IN-STORE23%SUPERMARKETS AND GROCERS

154、16%03 RETAILER SITES18%RETAILER SITES16%OTHER MARKETPLACES11%04OTHER MARKETPLACES16%OTHER MARKETPLACES14%RETAILER SITES10%05SEARCH ENGINES13%SEARCH ENGINES14%I NEVER BUY THIS PRODUCT ONLINE7%42NB.For inspiration and search,consumers could choose multiple answers,reflecting the multiple sources they

155、use.For purchase,consumers were asked what percentage of their spend on these items they spent in each channel(with the total adding up to 100%).THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR LUXURY PRODUCTS ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIB

156、RE)29%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)27%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)21%02BROWSING IN-STORE24%BRAND WEBSITES20%BRANDED WEBSITES18%03 BRAND WEBSITES22%BROWSING IN-STORE19%I NEVER BUY THIS PRODUCT ONLINE16%04RETAILER SITES13%SEARCH ENGINES12%RETAILER SITES12%0

157、5SEARCH ENGINES12%COMPARISON SITES11%OTHER MARKETPLACES9%THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR SECOND-HAND PRODUCTS ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)30%SECOND-HAND WEBSITES27%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)23%

158、02SECOND-HAND WEBSITES29%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)27%OTHER MARKETPLACES14%03 OTHER MARKETPLACES14%OTHER MARKETPLACES12%I NEVER BUY THIS PRODUCT ONLINE13%04SOCIAL MEDIA CHANNELS13%SEARCH ENGINES12%SOCIAL IN-APP PURCHASING12%05BROWSING IN-STORE13%BROWSING IN-STORE11%OTHER10%4

159、3NB.For inspiration and search,consumers could choose multiple answers,reflecting the multiple sources they use.For purchase,consumers were asked what percentage of their spend on these items they spent in each channel(with the total adding up to 100%).THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PU

160、RCHASE FOR TECHNOLOGY PRODUCTS ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)46%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)41%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)34%02BRAND WEBSITES23%BRAND WEBSITES21%BRANDED WEBSITES17%03 BROWSING IN-STOR

161、E22%BROWSING IN-STORE17%OTHER MARKETPLACES13%04SEARCH ENGINES17%SEARCH ENGINES16%RETAILER SITES10%05COMPARISON SITES16%OTHER MARKETPLACES14%I NEVER BUY THIS PRODUCT ONLINE7%THE TOP 5 SOURCES FOR INSPIRATION,SEARCH AND PURCHASE FOR TOYS ONLINEINSPIRATIONSEARCHPURCHASE01LEADING MARKETPLACE(E.G.AMAZON,

162、TMALL,MERCADO LIBRE)45%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)40%LEADING MARKETPLACE(E.G.AMAZON,TMALL,MERCADO LIBRE)38%02BROWSING IN-STORE20%BROWSING IN-STORE16%OTHER MARKETPLACES11%03 OTHER MARKETPLACES15%OTHER MARKETPLACES13%I NEVER BUY THIS PRODUCT ONLINE10%04SEARCH ENGINES12%SEARCH E

163、NGINES12%RETAILER SITES9%05RETAILER SITES12%RETAILER SITES11%SOCIAL IN-APP PURCHASING4%44SECTION 5:ONLINE PURCHASING IN MORE DETAIL45CHAPTER 1:WHATS MOST IMPORTANT TO CONSUMERS WHEN THEY SHOP ONLINE?We have already highlighted a considerable amount of data and related insights about online shopping

164、in this report.So,lets get to the nub of the purchase decision.What factors are most important to shoppers when shopping online?As with last year,and the year before that,price is the factor highlighted by most consumers as being important.THE TOP 10 ASPECTS WHEN PURCHASING A PRODUCT ONLINE2022 POSI

165、TION01PRICE OF THE ITEM102ACCURATE PRODUCT DESCRIPTIONS403 THE ITEM I WANT IS IN STOCK204EASY TO FIND THE PRODUCT I AM LOOKING FOR305STRONG CUSTOMER SERVICE506CONVENIENT DELIVERY607EASY RETURNS PROCESS908SPEED OF DELIVERY809FREE DELIVERY710PRODUCT REVIEWS1146But,once again,we also see elements aroun

166、d product descriptions,availability,content,discoverability,and services namely delivery and returns.So,whilst price may be the number one factor,alone it is not enough,and brands and retailers must ensure they are getting things right across a number of different factors.Referencing,again,the point

167、 about service,we first identified in 2018 a shift towards“service-led brands”.Simply put,we found that the brand was no longer enough to count on to drive sales,and that it needed to be backed up by great service ease,speed,convenience,delivery,returns etc.As you can see,brand does not feature in t

168、his top 10,and,although it has climbed one space to 16th this year,it is further proof that a strong brand alone is not enough when it comes to online conversion.So,getting your pricing strategy right is clearly vital,and that means consistency across channels,but supporting it with fantastic servic

169、e,and the right content should offer up a winning formula.As we saw in the previous sections,marketplaces are very strong across the customer journey,because they have found a formula which brings together all these elements.PRICE IS THE MOST IMPORTANT FACTOR WHEN DECIDING WHICH CHANNEL TO PURCHASE

170、THROUGH.47CHAPTER 2:WHAT WOULD ENCOURAGE CONSUMERS TO BUY DIRECTLY FROM BRANDS?With marketplaces doing so well in terms of owning the customer journey,one of the key questions for brands is how can you encourage consumers to come to you directly,rather than shopping via marketplaces?OF GLOBAL SHOPPE

171、RS SAY A BETTER PRICE WOULD MAKE THEM SHOP DIRECTLY FROM A BRAND,MAKING IT THE NUMBER ONE REASON.53%Again,price is the key determinant.In fact,it would seem that not only is price important,but it has become more important since last year.It is also apparent that the service elements around delivery

172、 and returns are also vital to get right.THE TOP 10 FACTORS THAT WOULD ENCOURAGE CONSUMERS TO BUY DIRECTLY FROM BRANDS2023202201BETTER PRICE53%49%02FREE DELIVERY49%47%03 FAST AND CONVENIENT DELIVERY36%34%04FREE RETURNS36%35%05LOYALTY PROGRAM27%25%06EXCLUSIVE PRODUCTS22%23%07BETTER INFORMATIONABOUT P

173、RODUCTS21%22%08ACCESS TO FULL PRODUCT RANGE21%22%09BUNDLED PRODUCT DEALS21%17%10PERSONALIZED PRODUCTS16%17%48CHAPTER 3:WHO,OR WHAT,INFLUENCES CONSUMERS?Finally,rather than where do consumers buy,or why do they buy,we wanted to know who influences them to make their purchase.The data is very consiste

174、nt with last year,with three key sources of influence standing head and shoulders above the rest:family members,friends and influencers.Certainly,the role of friends is important,with 54%of global consumers actively recommending products to their friends through tagging them,or direct-messaging them

175、.WHO INFLUENCES CONSUMERS ONLINE SPENDING DECISIONS?2023202220212023 APAC2023 EU2023 LATAM2023 ME2023 NA2023 S.AFRICAFAMILY MEMBERS20%20%21%17%20%22%18%21%18%FRIENDS17%17%19%14%19%20%20%15%14%SOCIAL MEDIA INFLUENCERS/BLOGGERS(E.G.INSTAGRAM,YOUTUBE,SNAPCHAT)16%15%14%21%10%16%21%13%25%IN-STORE SALES A

176、SSISTANTS6%6%5%6%5%8%6%5%9%CELEBRITIES5%5%5%7%4%4%9%5%8%STREAMERS4%5%NA5%3%3%6%3%3%COLLEAGUES3%3%4%3%3%3%6%2%2%BUSINESS PEOPLE3%3%3%2%2%4%3%3%5%SPORT STARS AND ATHLETES3%3%3%3%2%3%4%2%2%JOURNALISTS1%2%2%1%2%1%2%1%0%POLITICIANS1%1%1%1%1%1%2%1%0%When we take a closer look by region,we see a generally

177、uniform picture,with just a few differences,such as APACs keen appetite for social media and celebrities,with the Middle East not far behind.Notably,Europe appears to be in catch-up mode for social media.49KEY THOUGHTS PRICE IS THE NUMBER ONE FACTOR FOR CONSUMERS WHEN CHOOSING WHICH CHANNEL AND RETA

178、ILER TO BUY FROM.What is your pricing strategy?Is it consistent across channels and regions?How is this affecting your online performance?SERVICE ELEMENTS AROUND DELIVERY AND RETURNS,AVAILABILITY AND CUSTOMER SERVICE ARE ALSO IMPORTANT.How do customers view your service?Are these factors helping to

179、inspire more loyalty?Are you hitting the mark on fast delivery and easy returns?CONTENT MUST ALSO BE ON POINT,WITH IMAGES,DESCRIPTIONS,AND THE ABILITY TO SEARCH ALL FACTORS IN PURCHASE DECISION-MAKING.Do you have a powerful content strategy across all your channels,presenting your products in the be

180、st light,and in a way that will maximize your online sales and win the digital shelf?50SECTION 6:GETTING THE EXPERIENCE RIGHT51CHAPTER 1:ONLINE VS OFFLINE WHOS BETTER AT WHAT?With online shopping strengthening and set for considerable growth over the next ten years,we should ask ourselves whats driv

181、ing this development?One of the main reasons is simply that online is viewed as“better”than offline across many criteria.As last year,when comparing online and offline across a number of different metrics,online is perceived as better across every single criteria except for two:“the ability to get t

182、he right fit”and“consultation with staff”.One of the surprising areas where online comes out on top is in the“fun of shopping”.There has been much talk about how the experience of physical shopping needs to improve to encourage consumers to visit,but it looks like this will be a hard battle to win a

183、s things stand,with the majority of consumers considering online shopping more fun!52ONLINE VS OFFLINE WHOS BETTER AT WHAT?ONLINE IS BETTEROFFLINE IS BETTER2022“ONLINE IS BETTER”SCORES CRITERIA/FEATURE45%22%WIDE VARIETY OF PRODUCTS/ITEMS61%10%61%REVIEW/EVALUATION OF PRODUCTS57%13%60%ACCESSIBILITY FO

184、R THOSE WITH DISABILITIES(IF APPLICABLE)57%13%57%LOW PRICE/COST OF PURCHASE(INCLUDING SHIPPING COST)56%14%56%COMPARISON OF BRANDS/PRODUCTS55%13%55%BETTER COMPREHENSION ABOUT BRANDS/PRODUCTS45%17%48%SPEED OF DELIVERY43%30%44%FUN OF SHOPPING42%22%44%RETURN PROCESS42%25%42%SENSE OF LOYALTY TO A RETAILE

185、R OR BRAND39%19%41%CREDIBILITY OF PRODUCTS/RETAILERS36%23%39%FRESHNESS OF PRODUCTS35%34%35%ABILITY TO TRY THE RIGHT PRODUCT OR GET THE RIGHT FIT34%41%36%GETTING CONSULTATION WITH/ADVICE FROM STORE STAFF34%39%35%53CHAPTER 2:EXPERIENCES AND CHANNELSSo,now we know that,overall,online is better accordin

186、g to consumers globally.But which online channels are the best?And which need to up their game?Marketplaces are streets ahead of the competition when it comes to best experience,but we are starting to see a trend downwards in the percentage lead.Retailer sites have slipped slightly,yet branded websi

187、tes seem to have taken the advice from last years Future Shopper guidance and started to augment their experience.Could this be one of the reasons why the purchase percentage for brand sites went up this year,too?It is notable that,in second position,we have the verdict that no channel is better tha

188、n the rest.In one respect this is a pleasing result,reflecting the suggestion that,in an omni-channel mix,no single channel is superior as part of a balanced channel strategy a view that Wunderman Thompson has articulated for several years.WHICH CHANNELS OFFER THE BEST EXPERIENCE?20232022202101MARKE

189、TPLACES51%55%60%02NONE OF THESE ARE AHEAD OF THE OTHERS 10%11%11%03 RETAILER SITES10%12%11%04BRANDED WEBSITES9%7%6%05SUPERMARKETS AND GROCERS5%NANA06SOCIAL IN-APP PURCHASING5%3%4%07VIA AN AGGREGATOR/DELIVERY APP3%4%3%08METAVERSE3%NANA09GAMING3%NANA54CHAPTER 3:ONLINE EXPERIENCES MUST BE MET!With such

190、 a high percentage of shopping now happening online,there is even more pressure to make the experiences good.Shoppers globally will not stand for an experience that is underwhelming,with 51%saying they will not shop with retailers,brands or marketplaces which do not match up to their expectations.An

191、d consumers expect experiences to improve,too 61%say retailers and brands need to get better at giving them the products,services,and experiences they want when shopping online.But there is an indication of improvement in the area,as last year this figure was 72%.Its not just about functionality eit

192、her,its about excitement and engagement as our earlier point around“fun”suggested.60%of global consumers wish retailers and brands would make the online shopping experience more entertaining.Another 30%say online shopping is boring.The good news is that this figure was 32%in 2022,so once again there

193、 is evidence of progress.However,when it comes to different countries,there are three where the percentage of consumers who find online shopping boring is high:India(54%),Thailand(51%)and the UAE(50%).Clearly,there is work to be done to improve the online experience in these countries!Gaining all th

194、is insight can be achieved by truly understanding and researching your customers journeys.Yet,almost half of consumers(49%)think brands and retailers do not understand the steps they take to purchase a product,while 53%say they do not believe brands and retailers grasp all the problems they encounte

195、r when purchasing their products online.OF SHOPPERS SAY RETAILERS AND BRANDS NEED TO GET BETTER AT GIVING THEM THE PRODUCTS,SERVICES,AND EXPERIENCES THEY WANT WHEN SHOPPING ONLINE.61%PERCENTAGE OF SHOPPERS WHO WILL NOT SHOP WITH RETAILERS,BRANDS OR MARKETPLACES FAILING TO MATCH THEIR EXPECTATIONS IN

196、 FUTUREINDIA72%UAE69%THAILAND67%CHINA62%SOUTH AFRICA60%BRAZIL58%USA54%POLAND52%MEXICO50%ARGENTINA48%COLOMBIA48%UK45%AUSTRALIA45%SPAIN44%GERMANY44%FRANCE43%NETHERLANDS43%JAPAN33%55EXPERT OPINION:WHY MAPPING YOUR CUSTOMERS JOURNEYS IS VITAL TO STRATEGIC PLANNING.Journey mapping allows you to see how y

197、our communications,products and services work together to help your customers achieve their over-arching goal.In visualizing all your customer touchpoints(human,physical and digital),as a series of steps to accomplish a goal,you can identify areas in which your customers journey becomes more challen

198、ging or fails to meet their expectations.Journey maps are a great tool to generate alignment between various departments regarding where the effort should be placed to improve acquisition and retention.MIKE ROKESHEAD OF UX&CX CONSULTANCYE:MICHAEL.ROKESWUNDERMANTHOMPSON.COMHOW WUNDERMAN THOMPSON COMM

199、ERCE&TECHNOLOGY CAN HELP YOU:CX SERVICESAt Wunderman Thompson Commerce&Technology,our CX experts are focused across Research,Experience Design,Design and Content with a proven approach that has helped clients move ahead fast,reimagining their proposition to achieve outstanding customer experience an

200、d results.We have a suite of dedicated services to help you:1)Know your audience,2)Understand your current journeys,3)Improve the current experience,4)Develop your CX strategy and roadmap,5)Create new products and services.To help you take the first steps,we offer various introductory CX consultatio

201、ns and audits,including a complimentary CX audit,content consultation,design system review,and accessibility scan.Find our more here.56CHAPTER 4:WHAT DOES GOOD LOOK LIKE?So,the experience still needs to improve,even if there are signs that it is getting better.But,as we did last year,we wanted to se

202、e exactly what the expectations are around the online experience.After all,understanding this is key to developing a strategic plan to improve the online experience.So,we asked consumers what is the one thing they would change about online shopping.Its interesting to see that the percentages and pos

203、itioning of the top 10 answers are almost identical to last year.This is encouraging,as it shows that consumers are consistent in their demands.And its no surprise that,sitting in first place,significantly ahead of all other factors,is“faster delivery”.Its clear,then,that consumers demand for fast d

204、elivery,despite the incredible strides made by online retailers,continues to rise.THE NO.1 THING GLOBAL CONSUMERS WOULD CHANGE ABOUT ONLINE SHOPPING IS“FASTER DELIVERY”.What also stands out,as it did last year,is“returns”,with“free returns”and“easy returns”once again featuring in the top 5.As weve b

205、een saying for several years,consumers want service-led brands and experiences.WHAT IS THE ONE THING THAT GLOBAL CONSUMERS WOULD CHANGE ABOUT ONLINE SHOPPING?20232022%AND POSITION01FASTER DELIVERY12%13%(1)02I WOULD NOT CHANGE ONE THING8%7%(3)03 FREE RETURNS7%8%(2)04CREDIBLE REVIEWS AND RATINGS THAT

206、I CAN TRUST6%5%(6)05EASY RETURNS5%5%(5)06CONVENIENT DELIVERY5%6%(4)07BETTER PAYMENT OPTIONS5%5%(7)08FASTER REPLACEMENT OF PRODUCTS THAT ARE OUT OF STOCK4%4%(8)09BETTER PRODUCT RANGE4%4%(11)10EASIER TO SEARCH FOR AND FIND PRODUCTS4%4%(9)57WHAT WOULD CONSUMERS CHANGE ABOUT DELIVERY?20232022%AND POSITI

207、ON01FASTER DELIVERY48%48%(1)02IT WOULD BE CHEAPER43%41%(2)03 MORE CLARITY ON EXACT TIMES FOR DELIVERY39%39%(3)04ABILITY TO DELIVER TO ME WHEREVER I AM27%26%(5)05BETTER PACKAGING26%27%(4)06MORE OPTIONS FOR PICK UP23%22%(7)07IT WOULD CONSIDER THE ENVIRONMENT MORE(E.G.REDUCED CARBON FOOTPRINT OPTIONS,E

208、CO-DELIVERY VEHICLES)23%24%(6)08ROADSIDE/CURBSIDE ITEM COLLECTION OPTION(NO NEED TO STEP IN-STORE)15%15%(9)09NO CONTACT DELIVERY(TO MINIMIZE COVID-19 CONCERNS)13%20%(8)10 NOTHING6%5%(10)CHAPTER 5:IMPROVING THE DELIVERY EXPERIENCEWith“faster delivery”being the number one change that consumers would d

209、emand to improve online shopping,lets delve a little deeper into what expectations are,and what good looks like,when it comes to deliveries.So,what could be done to improve the delivery experience?Once again,its speed of delivery that comes top(48%),followed by making it cheaper(43%).In fact,the per

210、centages are almost identical to last year,indicating that consumers are consistent in their views on the improvements they wish to see.The one exception to this is“no contact delivery”,which was identified by only 13%of consumers this year,versus 20%last year,indicating once again that the dark day

211、s of COVID-19 and the actions necessary for its containment are currently behind us.OF CONSUMERS SAY THAT,WHEN IT COMES TO DELIVERY,THE NUMBER ONE CHANGE FOR IMPROVEMENT WOULD BE“FASTER DELIVERY”.48%NB.Consumers were able to choose multiple options,hence why the total does not add up to 100%58CHAPTE

212、R 6:SPEED OF DELIVERYSo,what does“faster delivery”mean?Last year,global consumers were happy to wait,on average,2.36 days for the items they had ordered online to arrive.This year that has dropped to 2.15 days.Of course,the amount of time consumers are happy to wait is really dependent on what they

213、are ordering.As we can see from the table,when it comes to groceries,the expectation is 1.23 days,while in last position is automotive accessories at 2.62 days.But what about really fast delivery?Over the last few years,weve been tracking the very high percentage of consumers who want their online o

214、rders to arrive super-fast,i.e.in less than 2 hours.Last year this figure was 24%,up 4%from the year before.This year,the figure is 23%,slightly down on last year,while 41%of consumers expect delivery within 24 hours.Could it be that consumers expectations of fast delivery are starting to level off?

215、In some countries this looks like it might be the case,while in others,the demand for faster delivery has increased significantly.THE AVERAGE AMOUNT OF TIME CONSUMERS EXPECT TO WAIT FOR THEIR ONLINE ORDERS TO ARRIVE.LAST YEAR IT WAS 2.36 DAYS.2.15 DAYS HOW QUICKLY DO CONSUMERS EXPECT DELIVERY OF THE

216、IR ONLINE ORDERS?AVERAGELESS THAN 2HRSLESS THAN 24HRSGROCERY(E.G.FOOD AND DRINK)1.2340%64%HEALTH AND PHARMACEUTICAL1.5934%53%ALCOHOL1.6332%49%FINANCIAL PRODUCTS(E.G.INSURANCE)1.7332%50%HOUSEHOLD PRODUCTS2.2221%40%BEAUTY(E.G.HAIRCARE,SKINCARE,MAKEUP)2.2420%38%TECHNOLOGY(E.G.SMART PHONES,TABLETS,COMPU

217、TERS,HEADPHONES)2.4217%35%LUXURY(E.G.HIGH-END CLOTHING,WATCHES,JEWELERY,BAGS,ART)2.5317%33%TOYS(E.G.BOARD GAMES,SOFT TOYS)2.5416%32%SECOND-HAND PRODUCTS2.5617%33%CLOTHING AND FASHION(E.G.HIGH-STREET CLOTHING,FOOTWEAR)2.5716%32%AUTOMOTIVE AND ACCESSORIES(E.G.SEAT COVERS,HUBCAPS,SATNAV)2.6216%32%With

218、fast delivery being so important,it stands to reason that online sellers who get their delivery right(and by right,we predominantly mean fast)stand the best chance of winning versus their competitors.So,whos out in front?Unsurprisingly,the leading marketplaces(Amazon,Tmall,Mercado Libre)come in firs

219、t position,way ahead of their nearest competitors.OF CONSUMERS EXPECT DELIVERY IN LESS THAN 2 HOURS(VS.24%LAST YEAR).23%59WHICH COUNTRIES HAVE THE MOST IMPATIENT ONLINE SHOPPERS?THE PERCENTAGE OF CONSUMERS WHO EXPECT THEIR DELIVERIES TO ARRIVE IN LESS THAN 2 HOURS:20232022CHANGEINDIA38%46%-8%COLOMBI

220、A36%27%+9%UAE34%50%-16%MEXICO31%20%+11%SOUTH AFRICA31%25%+6%BRAZIL31%31%0USA30%37%-7%THAILAND28%25%+3%CHINA24%25%-1%ARGENTINA23%23%0UK19%16%+3%SPAIN17%15%+2%NETHERLANDS16%13%+3%AUSTRALIA16%14%+2%GERMANY14%14%0POLAND14%NANAFRANCE14%18%-4%JAPAN 5%11%-6%WHO IS BEST AT SPEEDY DELIVERY?49+51+H9+91+H9+91+

221、H49%9%9%THE LEADING MARKETPLACE IN REGIONRETAILERSITESOTHER MARKETPLACES7+93+H6+94+H6+94+H7%6%6%BRANDED WEBSITESOTHERSNONE OF THESE ARE THE BEST5+95+H4+96+H4+96+H5%4%4%SUPERMARKETS AND GROCERSVIA AN AGGREGATOR/DELIVERY APPSOCIAL IN-APP PURCHASING60EXPERT OPINION:HOW AI CAN BE USED TO SPEED UP DELIVE

222、RYDelivery is a constellation of complex,interconnected optimization problems across the end-to-end supply chain scheduling,routing,inventory management,resource allocation,pricing,etc.Modeling and solving these problems using AI is the first step toward faster and more efficient delivery.You can st

223、ill have human domain experts in the loop to validate and tune,but the number of contributing variables and the size of the data have to be crunched by algorithms.Each and every sub-problem that is not supported by an AI-powered solution is a potential efficiency leak(and an opportunity for improvem

224、ent).Its not easy for an organization to replace their legacy systems or human-centric processes with AI components.It takes time and cost,and there are serious risks if this replacement is not done properly.A digital twin approach is a way to ameliorate these risks and simulate large changes before

225、 actually investing in them.The twin mirrors the organizations physical operations across the supply chain.This enables the simulation of“what if”scenarios that can test different options(strategies,algorithms,market conditions,customer preferences)and identify the best one to implement.THEODOROS LA

226、PPASHEAD OF DATA SCIENCE,SATALIA A WUNDERMAN THOMPSON COMPANYE:THEODOROS.LAPPASWUNDERMANTHOMPSON.COMHOW WUNDERMAN THOMPSON COMMERCE&TECHNOLOGY CAN HELP YOU:AI AND DELIVERY Through our AI experts Satalia,we combine machine learning with optimization to build decision-making systems that radically imp

227、rove operational efficiency.We are one of only a few companies globally with the expertise to engineer adaptive(AI)systems that combine finding patterns with decision-making,driving enormous value for the clients we work with.For organizations seeking to build and optimize their delivery services,we

228、 have an impressive track record with major clients.Our services cover 1)AI Strategy,2)Custom Development,3)Logistics,4)Future of Work.Find out more here.61CHAPTER 7:BUT DELIVERY ISNT JUST ABOUT SPEEDAs weve seen in the list of things that consumers would change about online shopping,free delivery a

229、nd convenient delivery are also important.So,who is best at this?Once again,marketplaces stand head-and-shoulders above the rest.This is a big hurdle for online sellers who want to challenge the might of marketplaces.When they are doing such a great job of delivery,it becomes even harder to stop con

230、sumers simply defaulting to them.WHO IS BEST AT CONVENIENT AND FREE DELIVERY?CONVENIENT DELIVERYFREE DELIVERYTHE LEADING MARKETPLACE IN REGION48%48%RETAILER SITES9%9%OTHER MARKETPLACES9%9%NONE OF THESE ARE THE BEST AT THIS7%9%BRANDED WEBSITES7%7%SUPERMARKETS AND GROCERS6%4%SOCIAL IN-APP PURCHASING4%

231、4%VIA AN AGGREGATOR/DELIVERY APP4%4%OTHERS6%6%62CHAPTER 8:RETURNSAs weve previously mentioned,service is becoming increasingly important when shopping online.And,while delivery is key to this,so too are returns.So,just how much of what we order online gets returned?The answer is 19%,which is inciden

232、tally down from last years figure of 23%,possibly reflecting the fact that some retailers have made a U-turn on their free returns policy.OF EVERYTHING ORDERED ONLINE IS RETURNED.19%WHO ARE THE HIGHEST AND LOWEST ONLINE RETURNERS BY COUNTRY?HIGHEST RETURNERSCOUNTRY%RETURNED%RETURNED AND POSITION IN

233、202201UAE40%34%(2)02INDIA 37%44%(1)03 THAILAND34%30%(3)04NETHERLANDS26%32%(4)05USA25%34%(2)LOWEST RETURNERSCOUNTRY%RETURNED%RETURNED AND POSITION IN 202201JAPAN8%13%(1)02ARGENTINA11.5%15%(2)03 COLOMBIA12%16%(3)04MEXICO14%16%(4)05AUSTRALIA16%17%(5)63And,as weve identified before,returning items isnt

234、just about ordering the wrong item,or finding out that it doesnt fit,or isnt fit for purpose.No,over-ordering is a deliberate strategy that a significant proportion of shoppers pursue.In fact,the exact percentage is 35%.Again,this figure is slightly down on last years 39%which again may reflect some

235、 retailers reneging on their free returns policies.This leads us to ask the question,who offers the easiest returns process?Once again,its the leading marketplaces that dominate this part of the experience.OF GLOBAL CONSUMERS ADMIT TO OVER-ORDERING ONLINE ITEMS,WITH THE INTENT OF RETURNING THEM.35%W

236、HO OFFERS THE EASIEST RETURNS PROCESS?44+56+H12+88+H11+89+H44%12%11%LEADING MARKETPLACENONE OF THESE ARE THE BESTRETAILER SITES8+92+H8+92+H4+96+H8%8%4%BRANDED WEBSITESOTHER MARKETPLACESSUPERMARKETS AND GROCERS3+97+H3+97+H6+94+H3%3%6%SOCIAL IN-APP PURCHASINGVIA AN AGGREGATOR/DELIVERY APPOTHERS64CHAPT

237、ER 9:CONTENTAs well as the overall experience,the content that shoppers encounter when they shop online influences their purchase decisions.But what content exactly is most important?It is interesting that“accurate product descriptions”comes in first place,and by quite some distance.In joint second

238、position,we have high quality images followed by the brand.Brand is an interesting factor,given that elsewhere in this research weve found that brand takes a back seat to service.However,it appears that,when it comes to content,brand plays a bigger and more important role.Colombian and South African

239、 consumers value brand in their content most(41%),while consumers in the Netherlands(24%),the UK(23%)and Japan(19%)value it the least.Lets consider some other regional differences.Chinese consumers value accurate product descriptions the most(61%),while in Thailand,being easily able to read content

240、is more important than anywhere else(36%).In Poland,fast checkout is more important than any other country(37%).OF GLOBAL SHOPPERS SAY ACCURATE PRODUCT DESCRIPTIONS ARE IMPORTANT,MAKING IT THE MOST IMPORTANT FACTOR FOR CONTENT.46%WHAT CONTENT INFLUENCES GLOBAL SHOPPERS MOST WHEN SHOPPING ONLINE?ACCU

241、RATE PRODUCT DESCRIPTIONS46%HIGH QUALITY IMAGES32%THE BRAND32%EASY TO READ CONTENT23%A GOOD-LOOKING SITE20%VIDEO CONTENT20%SPEED OF CHECKOUT18%BLOG POSTS AND NEWS ON THE SITE10%NO CONTENT INFLUENCES ME THE MOST WHEN BUYING A PRODUCT ONLINE8%65EXPERT OPINION:WHY GETTING YOUR CONTENT RIGHT IS VITAL TO

242、 ENSURING THAT SHOPPERS TRANSACT ON YOUR SITE.Online shopping has broken through in terms of enjoyment,but who wants to return a product that isnt right?Shoppers value the psychological reassurance that the product is of the quality level they expect,and that it will meet their needs if there are cl

243、ear omissions,repetitions or obfuscations,then the shopper will start to question their potential purchase and hesitate to commit.While we see regional differences in the stated preference of shoppers(text vs.brand vs.imagery),all seek the clarity that will give them the confidence to buy.Product co

244、ntent will typically touch on a number of systems.It is imperative that the information from all contributing technical capabilities forms a cohesive whole that is complete and unambiguous to the customer.Product attributes,content modeling,and the operations that deliver them,need to be completely

245、in lockstep,or your customers will notice.MARK DEALTECHNOLOGY STRATEGY DIRECTORE:MARK.DEALWUNDERMANTHOMPSON.COM HOW WUNDERMAN THOMPSON COMMERCE&TECHNOLOGY CAN HELP YOU:BRAND GUARDIAN AND CURATIVE AI Created by Wunderman Thompson in 2019,Brand Guardian is an off-the-shelf AI product that performs qua

246、lity checks on your marketing assets from various angles,in effect mitigating the risk of unwanted publications and ensuring high standards of marketing assets that represent the audience.It powerfully builds on the rise of Curative AI,a subfield of AI that focuses on the validation and curation of

247、content.And it acts as a quality gate that intercepts and flags off-brand and non-compliant content in real time,allowing humans to make the final decision before a publication is made.It can also scan for published content,protecting your brand around the clock.It can scale across all brands and te

248、ams globally,making your content flawless,every single time!Find out more here.66CHAPTER 10:“COMPRESSED COMMERCE”Finally,one key element of experience is speed,or,more specifically,getting from inspiration to purchase as quickly as possible.We call this“compressed commerce”.This is why owning the in

249、spiration phase is so vital;if you can grab the consumer at the inspiration phase,you have a greater chance of ensuring they convert and purchase on your channel.So,how important is“compressed commerce”to consumers?The answer is that its essential,with 61%of global shoppers wanting to get from inspi

250、ration to purchase as quickly as possible.However,its worth saying that in 2022 and 2021,this figure was a mighty 80%.When we look at the sources of inspiration,search and purchase,could it mean that,with more channels in play,more consumers are happier to accept a slightly longer process?Well have

251、to watch this space to see how this develops.Lets take a closer look at Japan to explain why it consistently appears at or near the bottom of most of our survey tables.The first thing to note is that most Japanese consumers are not dissatisfied with the online shopping experience.However,they very m

252、uch enjoy shopping offline,and want a mix of both.Its offline retail market is very well developed,largely due to it being a densely populated country.It also has a relatively balanced mix of supermarkets,convenience stores,and drugstores,with consumers shopping at these outlets every 1-3 days.And i

253、f Japanese shoppers need items in a hurry,it is much quicker to buy them at the convenience store near home rather than using an online shopping delivery service.As for the drop in the rate of compressed commerce,inflation and rising prices of goods have made its consumers more cautious in their dec

254、ision making,to avoid unnecessary purchases.OF GLOBAL SHOPPERS WANT TO GET FROM INSPIRATION TO PURCHASE AS QUICKLY AS POSSIBLE.WE CALL THIS“COMPRESSED COMMERCE”.61%THE PERCENTAGE OF ONLINE SHOPPERS WHO WANT TO GET FROM INSPIRATION TO PURCHASE AS QUICKLY AS POSSIBLE2023202201INDIA80%88%02UAE77%88%03

255、THAILAND76%95%04SOUTH AFRICA74%87%05CHINA72%86%06MEXICO69%85%07BRAZIL68%90%08COLOMBIA67%86%09POLAND60%NA10USA60%77%11UK57%74%12ARGENTINA56%78%13FRANCE55%69%14AUSTRALIA55%72%15SPAIN53%76%16GERMANY50%75%17NETHERLANDS44%62%18JAPAN38%66%67KEY THOUGHTS CONSUMERS CURRENTLY SEE ONLINE AS OFFERING THE BEST

256、EXPERIENCE,WITH MARKETPLACES BEING THE CHANNEL THAT PROVIDES THE BEST EXPERIENCE OVERALL.What can be learnt from the marketplace experience and put to powerful use in your other channels?Online trumps offline in most areas we surveyed,including Accessibility.With new Accessibility legislation on the

257、 horizon,is it a key part of your online planning?CONSUMERS WANT SUPER-FAST DELIVERY,ALTHOUGH THERE ARE INDICATIONS THAT THEIR EXPECTATIONS APPEAR TO BE RECEDING SLIGHTLY.How can super-fast delivery be achieved to ensure consumer expectations are being met?OTHER ELEMENTS SUCH AS AVAILABILITY AND RET

258、URNS ARE ALSO IMPORTANT.Can your organization,whether as a brand or retailer,offer pricing that appeals to consumers,supported by the services they demand?68SECTION 7:MARKETPLACES69CHAPTER 1:BEATING THE MARKETPLACESWith marketplaces still dominant across the three stages of the customer journey,reta

259、ilers and brands must find ways to compete and fight back against marketplaces.So,we asked our global audience of consumers what the reasons would be for choosing another retailer over the big marketplaces like Amazon,Tmall and Mercado Libre.The answers given are challenging for brands and retailers

260、,to say the least.In first place,by quite some distance,and as per last year,comes“cheaper pricing”.Given the scale,breadth and value of the offering on marketplaces,beating them on price is going to be quite some challenge.The second reason could also prove a major hurdle:“more convenient delivery

261、options”.Once again,given the infrastructural and organizational investments of the big marketplaces in their delivery options,there doesnt seem to be a huge window of opportunity for retailers and brands.Finally,in third position and beyond,come a few welcome rays of light for marketplace challenge

262、rs:physical stores,more attractive loyalty programs,better and more specialized product ranges,better environmental practices,better personalization,and better ethics.These are all areas where marketplaces can be beaten.However,the truth remains that consumers are first and foremost price-sensitive,

263、and this is a theme we have seen throughout this years research.OF CONSUMERS GLOBALLY WOULD CHOOSE ANOTHER RETAILER OR BRAND OVER A MARKETPLACE IF THE PRICE WAS CHEAPER.46%70And if its so hard to beat marketplaces,could you“join”them?Or,at the very least,build a marketplace of your own?This is a tre

264、nd weve witnessed much more in the last few years,of brands and retailers creating marketplaces where they curate and sell their own products alongside their competitors.Is this something global shoppers are up for?Absolutely!In 2022,54%of shoppers said they like buying from branded marketplaces,whe

265、reas in 2023,this figure has risen to 58%.OF GLOBAL SHOPPERS SAY THEY LIKE BUYING FROM BRANDED MARKETPLACES.58%THE TOP 10 REASONS GLOBAL CONSUMERS WOULD CHOOSE ANOTHER RETAILER OR BRAND OVER A MARKETPLACE20232022202101CHEAPER PRICING46%42%46%02MORE CONVENIENT DELIVERY OPTIONS21%20%20%03 EXISTENCE OF

266、 PHYSICAL STORES20%18%16%04MORE ATTRACTIVE LOYALTY PROGRAMS18%15%19%05BETTER/MORE SPECIALIZED PRODUCT RANGE17%17%19%06BETTER ENVIRONMENTAL PRACTICES(E.G.LESS PACKAGING,REDUCED CARBON FOOTPRINT,ECO-DELIVERY VEHICLES)13%14%14%07BETTER PERSONALIZATION SO THEY KNOW AND TREAT ME BETTER AS AN INDIVIDUAL12

267、%14%12%08BETTER BRAND ETHICS12%12%13%09I PREFER TO SUPPORT OTHER INDEPENDENT RETAILERS11%13%13%10BETTER-LOOKING WEBSITE10%11%12%NB.Consumers were able to choose multiple options,so the totals do not add up to 100%CHAPTER 2:SUGGESTED PRODUCTSMarketplaces are often commended for helping consumers make

268、 the right decisions.For instance,54%of global consumers say a marketplaces recommended products do influence their purchases(vs.just 16%who say they dont).In addition,53%say that products labeled“climate friendly”also impact what they buy.But this type of product labeling isnt always welcomed,parti

269、cularly when it comes to sponsored items,with 55%of shoppers claiming that sponsored items get in the way of what theyre looking for,and 53%questioning the credibility of these sponsored items.Quite clearly there is still some work to be done by marketplaces to get the user experience right.OF GLOBA

270、L SHOPPERS SAY A MARKETPLACES“RECOMMENDED”PRODUCTS INFLUENCE THEIR PURCHASES.54%71EXPERT OPINION:WHY BRANDED MARKETPLACES COULD ALLOW RETAILERS AND BRANDS TO GIVE CONSUMERS THE BEST OF BOTH WORLDSWe talk a lot about how to beat marketplaces,however,as we can see from our consumer research,this is no

271、 easy matter.Through lower prices,faster and more convenient delivery options and broader assortment,marketplaces have established a strong footfall with consumers.So,if its difficult to beat marketplaces at their own game,one approach is to set up your own marketplace.This will deliver several bene

272、fits for your business and customers,such as:Access to valuable data and analytics to gain insight to user behavior and identify growth opportunities Developing direct relationships with consumers using first party data Additional revenue streams through marketing and advertising programs Driving sc

273、alability and growth by attracting a broad selection of buyers and sellers Overall,there are many benefits to establishing your own marketplace,with significant potential to reach new consumers,increase overall revenue and build a platform for growth.RAGHBIR RANAMARKETPLACES CONSULTANTE:RAGHBIR.RANA

274、WUNDERMANTHOMPSON.COMHOW WUNDERMAN THOMPSON COMMERCE&TECHNOLOGY CAN HELP YOU:MARKETPLACE SERVICESWe are a leading provider of global eCommerce marketplace services and the founding partner of the WPP Amazon Center of Excellence.We run the largest global consultancy helping brands succeed on Amazon,T

275、mall and other marketplaces.We do this by building solutions through Audit Services,Content Services and Media Services,to enable our customers to drive results globally on marketplaces and e-retailers at scale.Find out more here.72CHAPTER 3:LOYALTY AND MARKETPLACESAnother area where marketplaces ar

276、e very strong is loyalty.This may be down to the price,it may be the ease,the speed and the convenience but theres more to it than that.A huge percentage of consumers see loyalty schemes like Amazon Prime as the benchmark,with 69%wishing more retailers and brands offered similar services.Despite thi

277、s figure,supermarkets and grocers,not marketplaces,rule the roost when it comes to loyalty schemes.47%of global shoppers say they are members of a supermarket loyalty program,while 37%say they are a member of a marketplace loyalty program.OF GLOBAL CONSUMERS WISH RETAILERS AND BRANDS OFFERED SIMILAR

278、 SERVICES TO AMAZON PRIME.69%THE TOP 5 LOYALTY SCHEMES GLOBALLY01SUPERMARKET(E.G.NECTAR,TESCO CLUBCARD,MYWAITROSE CARD)47%02LEADING MARKETPLACE37%03 HEALTH AND BEAUTY(E.G.BOOTS ADVANTAGE CARD,SUPERDRUG HEALTH&BEAUTY CARD)30%04DEPARTMENT STORES(E.G.MY JOHN LEWIS)21%05FASHION(E.G.ASOS PREMIER,H&M CLUB

279、)21%LOYALTY SCHEME ADOPTION BY REGIONAPACEULATAMMENAS.AFRICASUPERMARKET(E.G.NECTAR,TESCO CLUBCARD,MYWAITROSE CARD)48%50%39%32%40%77%LEADING MARKETPLACE36%38%29%48%54%11%HEALTH AND BEAUTY(E.G.BOOTS ADVANTAGE CARD,SUPERDRUG HEALTH&BEAUTY CARD)28%32%23%30%35%67%FASHION(E.G.ASOS PREMIER,H&M CLUB)20%23%1

280、7%27%17%50%DEPARTMENT STORES(E.G.MY JOHN LEWIS)28%17%16%24%29%46%IM NOT A MEMBER OF ANY OF THESE14%15%18%13%11%7%CONSUMER ELECTRONICS(E.G.CURRYS PC WORLD,AO.COM)25%13%14%17%12%12%TRAVEL(E.G.AVIOS)22%11%18%16%16%13%WHOLESALE(E.G.COSTCO,MAKRO)20%11%19%12%27%36%AGGREGATOR SITES10%5%7%12%17%31%MERCADO L

281、IBRE0%0%46%0%0%0%JD VIP4%0%0%0%0%0%73CHAPTER 4:REVIEWS,COUNTERFEITS AND CONCERNSWhile the reasons to buy from channels other than marketplaces may not offer retailers and brands a high level of opportunity,it doesnt mean that everything is rosy for marketplaces;there are also some negatives we uncov

282、ered.For instance,58%of consumers believe big tech companies(like Amazon)should be paying more taxes,and well mention later in this report the importance of ethics.We also found that 58%of global consumers have encountered reviews on a marketplace they believe are fake,and 52%have encountered a prod

283、uct they suspect may be counterfeit.This figure around counterfeit products is markedly up from 19%last year!We should further qualify this claim,however,with our finding that two-thirds of consumers(67%)do trust products to be what they say they are,with 64%claiming they trust reviews.OF GLOBAL SHO

284、PPERS HAVE ENCOUNTERED A PRODUCT ON A MARKETPLACE THEY SUSPECT MAY BE COUNTERFEIT(UP FROM 19%LAST YEAR).52%74CHAPTER 5:EXPANDING MARKETPLACE SERVICESThe reach and remit of marketplaces has long been talked about,so what appetite is there for expansion?One of the areas that we looked into during the

285、last few years of our survey was banking and financial products.48%of consumers say they would be open to banking and purchasing financial products through marketplaces like Amazon;this percentage has remained a relatively consistent percentage over the last 3 years.In addition to this,marketplaces

286、should,if they dont already,look into the services and utilities they could provide their customers.Why?Because 51%of global consumers would be open to buying their energy,water and utilities from marketplaces like Amazon.And what about mobile phone plans?53%of shoppers agreed they would be up for b

287、uying their plans via marketplaces.With this in mind,we wanted to test just how far consumers would interact with marketplaces,so we asked them if they would welcome the likes of Amazon setting up dating services.After all,with so much data about consumers,surely creating the perfect match wouldnt b

288、e that hard.And we could be onto something here with 42%of global consumers saying they would be open to using a dating app provided by a marketplace.Although,to further qualify this response,we should also reveal that 31%of consumers were against the idea!Amazon has always said it wanted to sell ev

289、erything from A-Z,so why not love?OF GLOBAL CONSUMERS WOULD BE OPEN TO USING A DATING APP PROVIDED BY MARKETPLACES LIKE AMAZON,ALIBABA AND MERCADO LIBRE.42%WHAT PERCENTAGE OF CONSUMERS WOULD WELCOME THE LIKES OF AMAZON DATING SERVICES?DATINGALLMALEFEMALEAGREE42%49%37%NEITHER AGREE NOR DISAGREE26%28%

290、25%DISAGREE31%23%38%TOP 5 COUNTRIES WHO WOULD BE OPEN TO MARKETPLACE DATING SERVICESDATINGAGREE01INDIA68%02UAE65%03 THAILAND65%04CHINA61%05COLOMBIA53%75KEY THOUGHTS MARKETPLACES ARE WINNING WHEN IT COMES TO SHARE OF ATTENTION AND WALLET ACROSS THE 3 PHASES OF INSPIRATION,SEARCH AND PURCHASE,BUT THER

291、E ARE AREAS THEY NEED TO IMPROVE ON,E.G.PERCEPTIONS ON REVIEWS AND COUNTERFEITS.When it comes to your marketplace strategy,what can you do to allay consumer fears about authentic products and reviews?BEATING MARKETPLACES IS GOING TO BE CHALLENGING,ESPECIALLY AS CONSUMERS ARE PRICE-DRIVEN,BUT THERE I

292、S HOPE AS CONSUMERS CAN BE SWAYED BY OTHER PARTS OF THE EXPERIENCE.How could your channel strategy,or your specialization,work to your advantage?How do you execute it efficiently?We uncovered several opportunities where you could gain the upper hand over marketplaces.Which ones are commercially viab

293、le for development,and how do you translate the plan into action?MARKETPLACES ARE ALSO DOING A GREAT JOB WHEN IT COMES TO LOYALTY,ALBEIT SUPERMARKET LOYALTY PROGRAMS ARE MORE USED.What can your organization learn and replicate from these programs?76SECTION 8:SOCIAL COMMERCE77As one might expect,the

294、younger the consumer,the more likely they are to have purchased via social channels,going from 83%amongst 16-24-year-olds,to 33%amongst the over-55s.OF GLOBAL SHOPPERS HAVE ALREADY BOUGHT THROUGH SOCIAL MEDIA PLATFORMS.67%Social commerce has long been touted as the next new big channel.In 2019,resea

295、rch we conducted of digital commerce leaders showed they believed that social commerce would be the number one sales channel by the end of the decade.So,how close are we to this vision coming true?CHAPTER 1:BUYING THROUGH SOCIAL COMMERCELets start by first investigating the adoption and usage of soc

296、ial media platforms as commerce channels.In total,67%of global consumers have bought through social commerce,up from 65%in 2022,and 44%in 2021.Clearly this suggests a channel on the rise!78CHAPTER 2:INCREASING SOCIAL COMMERCE PURCHASINGIts impressive that 67%of consumers have already bought through

297、social media platforms,but will this percentage continue to grow,and will the volume bought through social platforms rise,too?Yes,it would seem,as 53%of consumers intend to spend more through social media platforms in the future.Consumers in Colombia take number one spot here,with 85%intending to sh

298、op more through social media in the future,which is closely followed by Indian and Thai consumers(both at 82%).While Japanese consumers appear the most reticent,with just 15%saying they will shop more through social in the future.We also wanted to know how they had bought on those social platforms f

299、or instance,had they transacted in-app or“on”the platform,or had they followed a link to a retailer or brand site?The results were quite surprising:49%of all shoppers say they have purchased“on platform”,while 26%of all shoppers have followed the links off the platform.*Taken at face value,this is g

300、reat news,because over half of global consumers(53%)want to buy from within social apps,and dont want to be redirected elsewhere.But the truth is that buying“on-platform”is in its early stages,and not available across all countries,so we should view this data with a degree of caution.*Consumers coul

301、d select both options“buying on platform”and“buying off platform”,hence why the figure does not add up to 67%.OF GLOBAL CONSUMERS INTEND TO SHOP MORE THROUGH SOCIAL PLATFORMS IN THE FUTURE.53%WHAT PERCENTAGE OF CONSUMERS HAVE ALREADY USED SOCIAL COMMERCE TO MAKE PURCHASES ONLINE?ALL67%THAILAND91%COL

302、OMBIA91%CHINA90%UAE89%INDIA88%ARGENTINA80%MEXICO79%BRAZIL78%SOUTH AFRICA76%NETHERLANDS58%POLAND58%UK58%USA57%SPAIN56%AUSTRALIA55%GERMANY48%FRANCE45%JAPAN28%79CHAPTER 3:WHICH SOCIAL PLATFORMS?With an eye on the future,we asked consumers which social platform they would be most likely to purchase from

303、.As with last year,the number one platform was Facebook,albeit the percentage has dropped since last year.As you might expect,we found some regional differences.WHICH SOCIAL MEDIA PLATFORM WOULD YOU BE MOST LIKELY TO PURCHASE FROM?APACEULATAMMENAS.AFRICAFACEBOOK18%24%39%28%29%38%INSTAGRAM15%16%29%26

304、%12%20%THERE IS NO PLATFORM I WOULD BE MOST LIKELY TO PURCHASE FROM18%30%6%5%26%7%YOUTUBE10%7%5%11%10%6%TIKTOK17%6%2%6%6%6%WHATSAPP3%5%14%12%3%14%PINTEREST1%3%1%2%4%4%TELEGRAM3%1%1%3%1%1%TWITTER2%2%1%1%3%2%LINE4%1%0%0%1%0%OTHER1%2%1%1%2%2%WECHAT3%1%0%1%1%0%SNAPCHAT1%1%0%2%2%0%SIGNAL2%1%0%1%0%0%SHARE

305、CHAT1%0%0%1%0%0%80WHICH SOCIAL PLATFORMS ARE SHOPPERS MOST LIKELY TO SHOP FROM AND WHICH CURRENTLY OFFER THE BEST EXPERIENCE?WHICH PLATFORM ARE CONSUMERS MOST LIKELY TO SHOP FROM?WHICH PLATFORM OFFERS THE BEST SOCIAL COMMERCE EXPERIENCE IN 2023?FACEBOOK27%23%INSTAGRAM20%18%YOUTUBE8%8%TIKTOK8%8%WHATS

306、APP7%7%PINTEREST2%2%TELEGRAM2%2%TWITTER2%2%LINE1%1%WECHAT1%1%SNAPCHAT1%1%SIGNAL1%1%SHARECHAT0%1%We can see a correlation between where consumers are likely to purchase,and which platform currently offers the best experience in first place is Facebook(23%),followed by Instagram(18%),and then YouTube(

307、8%).It should come as a surprise to no one that the likelihood to purchase,and the best experience,are linked.81WHICH PLATFORM OFFERS THE BEST SOCIAL COMMERCE EXPERIENCE?APACEULATAMMENAS.AFRICANONE OF THESE ARE BEST AT THIS/I DONT KNOW23%37%9%5%32%10%FACEBOOK16%18%35%25%24%33%INSTAGRAM13%14%28%24%11

308、%20%YOUTUBE 11%7%6%14%9%7%TIKTOK17%7%3%8%6%7%WHATSAPP3%5%13%12%3%14%TELEGRAM3%2%1%3%2%1%TWITTER2%2%1%2%3%2%LINE3%1%0%1%1%0%WECHAT3%1%0%1%1%0%PINTEREST1%3%1%2%4%4%SNAPCHAT1%1%0%2%2%0%OTHER1%1%1%1%1%1%SIGNAL2%1%0%1%1%0%SHARECHAT1%1%1%1%1%0%82CHAPTER 4:BUYING MORE THROUGH SOCIAL COMMERCEWith social com

309、merce on the rise,once again we looked at what would encourage consumers to spend more through social platforms.As in 2022,the top four factors remained exactly the same,albeit with some small changes in percentage figures.Seemingly the ability to grab deals,discounts and offers via social is import

310、ant.Could this be because of the spontaneity of purchasing?And could this mean that businesses should be creating bespoke discounts via their social channels to entice consumers to purchase there and then?Remember,as we mentioned in the context of compressed commerce,61%of consumers want to get from

311、 inspiration to purchase as quickly as possible,so creating these spontaneous sales moments could amount to a viable and lucrative strategy.But we also see the importance of making the actual purchase easy.At present,many of the social platforms have not taken full advantage of in-app purchasing,and

312、 this holds the key to unlocking social commerce as a channel of significant scale.OF GLOBAL SHOPPERS SAY SOCIAL-SPECIFIC DEALS AND DISCOUNTS WOULD ENCOURAGE THEM TO PURCHASE ON SOCIAL MEDIA PLATFORMS MORE.39%83EXPERT OPINION:WHY IN-APP PURCHASING AND CONNECTING THE FRONT-AND BACK-END HOLD THE KEY T

313、O THE FUTURE OF SOCIAL COMMERCE.Social media has played such a critical role in the compression of the traditional marketing funnel,where the points of inspiration and purchase have converged.With 67%of consumers already saying they have bought through social commerce,a further increase on the last

314、two years,social media is now offering up a vast number of commerce opportunities directly into our hands.To make this even more seamless for consumers,brands must think about removing unnecessary friction from the journey and there is one over-riding way to do this;by introducing in-app purchasing.

315、Customers are craving it,brands are wanting to implement it,but its largely dependent on the social platforms themselves,with many yet to take full advantage of the technical developments.But that is not to say brands cannot get ready,priming their tech stacks to seamlessly connect with the back-end

316、 of a social native checkout.We are already enabling this today via our Social Connector,a platform-agnostic integrator.Investing in the infrastructure to support this ever-growing channel is paramount so dont risk slipping behind.CHLOE COXHEAD OF SOCIALE:CHLOE.COXWUNDERMANTHOMPSON.COMHOW WUNDERMAN

317、THOMPSON COMMERCE&TECHNOLOGY CAN HELP YOU:SOCIAL COMMERCE SERVICESThrough Wunderman Thompsons global Social Commerce practice,were helping brands nail their end-to-end social presence.Our practice supports a brands entire social experience,focusing on five key capability areas to offer a best-in-cla

318、ss approach to social commerce:Strategy,Content,Product&Data,Technology,and Implementation&Reporting.Whats more,as part of our Technology capability,we have created The Social Connector a platform-agnostic integrator that connects a brands commerce stack with native checkout,to support in-app,on-pla

319、tform purchasing.Find out more here.84WHAT WOULD ENCOURAGE GLOBAL CONSUMERS TO SHOP MORE THROUGH SOCIAL PLATFORMS IN THE FUTURE?202320222021DEALS AND DISCOUNTS39%36%37%EASE OF PURCHASE33%32%31%EXCLUSIVE OFFERS28%27%27%MORE CUSTOMER REVIEWS24%24%24%SEEING THE PRODUCTS ON REAL CUSTOMERS23%21%23%GREATE

320、R PRODUCT AVAILABILITY22%22%20%FASTER PAYMENT/MORE SEAMLESS PAYMENTS19%20%18%SERVICE/DELIVERY UPDATES18%18%17%EARLY ACCESS TO PRODUCTS16%16%14%NOTHING15%14%19%EXCLUSIVE RANGES14%16%14%LIVESTREAM COMMERCE(VIDEO CALLS WITH SALES ASSISTANTS AND OR INFLUENCERS)12%13%11%ENDORSEMENTS/INFLUENCERS10%14%9%85

321、CHAPTER 5:LIVESTREAM COMMERCEA trend weve had our eye on for some time is livestream commerce.While its a phenomenon in APAC,in Europe and America it has faced challenges in getting off the ground,with several trials rolled out and then canceled.But first,lets take a global look.What percentage of c

322、onsumers have ever purchased something,having watched a live shopping event on a social media app?Last year this figure was 46%,and this year it is exactly the same.As one might expect,livestream commerce has been used as a purchase channel by a higher percentage of young consumers than older ones 6

323、0%of 16-24-year-olds have made a purchase having engaged with livestream commerce versus 14%of over-55s.When we look at regional differences,it is no surprise that China comes top of the list,with 81%of shoppers having purchased following a livestream.OF GLOBAL SHOPPERS HAVE MADE A PURCHASE BASED ON

324、 WATCHING A LIVE SHOPPING EVENT.46%WHAT PERCENTAGE OF SHOPPERS HAVE ALREADY USED LIVESTREAM COMMERCE TO PURCHASE AN ITEM ONLINE?CHINA81%INDIA75%THAILAND73%UAE72%BRAZIL61%SOUTH AFRICA54%COLOMBIA52%MEXICO48%ARGENTINA40%USA40%SPAIN37%POLAND36%UK35%NETHERLANDS33%AUSTRALIA31%GERMANY26%FRANCE25%JAPAN15%86

325、EXPERT OPINION:WHAT CAN EVERYONE LEARN FROM CHINA WHEN IT COMES TO LIVESTREAM COMMERCE?Live commerce in China often utilizes a variety of tactics to create excitement,entertainment&engagement,such as showcasing new products,providing interactive features like polls and quizzes,and inviting celebrity

326、 guests to participate.These tactics help to create a sense of urgency and scarcity,which can encourage consumers to make purchases even if the prices are not always the lowest available.That being said,price competitiveness is still a key consideration for live commerce in China,as consumers have b

327、ecome accustomed to looking for the best offers on livestreams.However,rather than relying solely on low prices,many live commerce platforms differentiate themselves by offering unique products or exclusive deals that are not available elsewhere.JAMES BAYCHIEF COMMERCE OFFICER,CHINAE:JAMES.BAYWUNDER

328、MANTHOMPSON.COM87KEY THOUGHTS A LARGE PERCENTAGE OF CONSUMERS CLAIM TO ALREADY HAVE USED SOCIAL COMMERCE TO PURCHASE ONLINE,AND SAY THEY WILL USE IT MORE IN THE FUTURE Is your business ready for the impact and opportunity that social commerce will realize?Are you testing the technology available to

329、support on-platform purchasing such as Wunderman Thompsons Social Connector?CONSUMERS USING SOCIAL PLATFORMS TO MAKE PURCHASES WOULD WELCOME SOCIAL-SPECIFIC DEALS AND OFFERS.How could this desire be integrated into your social media and social commerce strategy?88SECTION 9:SUSTAINABILITY89Sustainabi

330、lity and the environment have never been far from the news agenda in 2022 and 2023,with freak weather events happening the world over,be that flash floods,heatwaves or storms.But,what effect if any is all this having on consumers and their shopping preferences?CHAPTER 1:THE DEMAND FOR SUSTAINABILITY

331、Lets be clear,the matter of sustainability and the environment is impacting consumers behavior.52%of shoppers claim to have changed their shopping habits due to concerns about global warming and the environment.Thailand and India(77%)lead the way in this regard,while once again Japanese consumers oc

332、cupy last position(21%).We also see sustainability and ethics forming part of the decision-making process in other ways,with 59%of shoppers claiming to try to purchase from brands with ethical labor practices,56%trying to buy organic and fair-trade products or materials,and 60%favoring companies tha

333、t have supply chain transparency.OF GLOBAL SHOPPERS CLAIM TO HAVE CHANGED THEIR SHOPPING HABITS DUE TO CONCERNS ABOUT GLOBAL WARMING AND THE ENVIRONMENT.52%90CHAPTER 2:CONSUMERS WANT BETTER PRACTICESSo,what behaviors do consumers want to see?This year,66%of consumers wish retailers and brands offered better environmental practices.However,this is a slight dip from 68%last year and 71%the year befo