Updated: Aug 24, 2021
Online shopping has come a long way in the past 10 years and in fact, the past year. So how are our digital shopping habits changing in a new age of technology and retail?
While businesses are adapting to a new digitally dependent age amid the global pandemic, customers are changing the way that they shop.
1. Rapid transfer from high-street to ecommerce
Online shopping has become a go to for purchasing goods. In the face of 'stay at home' orders, many of us became dependent on the internet to order our weekly shops, electrical goods, apparel, skin care and more. In fact, there was a 35% increase in the online purchase of essentials like over-the-counter medicine, groceries, household supplies and personal care products and clothing, makeup and jewellery saw a 15% increase.
With the increased demand for goods online, there has been a rise in shoppable content that we see on social media, within ads and on ecommerce landing pages. In fact 93% of marketers in 2021 said that they had landed new customers as a result of shoppable video content marketing. As a result, we can see an increase in the amount of shoppable content in online feeds. With most posts featuring clickable calls-to-action that allow viewers to shop directly from the video or direct them to ecommerce. This content is known to increase conversions by 4X that of standard video.
2. Millennials and high-income earners are key online buyers
Millennials and higher income earners are the big spenders across categories, spending money on essential and non essential items. But what about Gen Z? Young adults and teens have moved their spending online for categories such as footwear, at home entertainment and food takeout. Gen Z are more likely to find products via social media platforms, especially Instagram and TikTok. In fact, the shift towards social media has seen the platforms upgrade to include shoppable content formats such as live shop technology. Viewers can now tune into shoppable livestreams to purchase goods in real time. This 'see now, buy now' ethos appeals to younger viewers and encourages impulse purchases.
3. Consumers are switching brands to support local retailers
During the past year community spirit has been high. People are looking to shop local for convenience and to support the community. This can be put down to both travel restrictions, the threat of online on the physical high street and concerns over environmental record. More buyers are looking to buy products from businesses that are more sustainable than some of the big fast fashion names. In the face of the pandemic and the climate crisis, people are looking to support smaller businesses with less of a carbon footprint, use less plastic and make goods from recycled materials.
4. However, online retailers are still popular as people are hesitant to go back to regular activities outside their homes
73% of American consumers are still reluctant to resume regular life outside their home. They choose to do grocery shops online, delivered to their homes or available for curb side pick up. Public transport, wearing a mask to go shopping and large crowds are just some of the everyday occurrences that are preventing consumers from visiting the high street or attending events. The introduction of live shop events has helped to bring the offline, online and allow customers to shop in real-time with store associates. Shoppable content used in video content marketing gives viewers a clear and informative view of products, giving them more confidence to buy online without the need to go into physical stores.
5. Health and hygiene are now more of a priority than ever before
59% of customers are shopping more health consciously. Consumers are prioritising health, hygiene, cleanliness and safety in what they buy. Immunity enhancing products have had a surge in sales, multi-vitamins have seen a 40% year-over-year increase. From now on, 48% of consumers intend to maintain new health and wellness habits that they have adopted during the pandemic.
To learn how to create shoppable content and live shop events visit smartzer.com
- May 11, 2021
Updated: Aug 24, 2021
These days the internet comes first and bricks and mortar stores second. Consequently, ecommerce is becoming increasingly competitive.
Trends need to be monitored more than ever for brands to stay relevant. So, here are the latest trends to keep an eye on in 2021.
1. Thanks to COVID, the future of ecommerce looks bright
The growth of online sales figures is increasing and will continue to increase. It's projected that digital sales will rise from $4.9 trillion in 2021 to $6.4 trillion in 2024. This will be nearly twice the figure of 2019. People like the comfort of shopping from their homes and technology has helped to make this happen. Video ecommerce has transformed to include more interactive and shoppable video to increase trust for buyers online.
2. Mobile buyers are on the rise
Mobile optimisation has become a necessity for most retailers. Whether this is simply for websites or by creating apps, brands need to make sure product content is easy to view on a small, hand-held screen. By 2022, sales made on mobile devices will total $3.79 trillion. Most people browse and research on their phones before making a decision. Millennial and Gen-Z users are constantly looking for fresh product content on apps. Video streaming apps like TikTok and YouTube and now Instagram and Facebook have adapted to incorporate interaction video functions so that stand out content can be created by brands.
3. Social media has never been more relevant
With 67% of young people spending more money online now than before the pandemic, social media content is being optimised to include 'buy now' functionalities. Shoppable video technology is giving viewers direct links to purchase products they see in posts. Viewers can simply click a link to be directed to a transactional page, without even leaving the app or window. Brands are racing to use interactive video platforms to create unique, engaging and clickable video ecommerce on social media.
4. The climate crisis is heavily impacting consumer decisions
With the world in a state of environmental emergency, many customers are looking to shop more sustainably. This could be from brands who use less plastic packaging, reduce their carbon emissions or make products from recycled materials. 39% of digital consumers say they would avoid brands with poor environmental records.
5. Bespoke, personalised experiences are more attractive to buyers
Consumers are no longer satisfied by static images, standard video and text content. Shoppers want to feel involved in the buying process and are seeking more personalised ecommerce experiences. So, interaction videos are becoming more and more relevant in content marketing strategies. This is because they turn the passive viewer into an active participant. Consumers can click, drag, spin, zoom videos to find out more information on a product. This exciting form of technology is growing exponentially. In fact, more than 50% of buyers say that these personalised online experiences are important to them. Livestream shopping has allowed brands to broadcast to customers in real-time to provide an exclusive, personal shopping experience. It is events like these that are soaring in 2021 and expected to soar beyond.
To find out more on how to create interactive and personalised video ecommerce visit smartzer.com
Updated: Jun 18, 2021
Video interactivity has the capacity to connect consumers and brands like never before!
In 2021, online shopping has boomed with 1.8 billion people across the globe buying goods on the internet. So, it is unsurprising that brands are constantly looking for better ways to communicate with their customers digitally.
Video interactivity has made it possible for brands and customers to engage in virtual conversations. Consumers are no longer passive viewers in video content marketing, but active participants. As a result, people feel more familiar with brands and trust is built from the comfort of the customers home.
There are several interactive video services that can help brands to build customer relationships. Shoppable video technology allows products to be displayed in a clear and exciting way that gives viewers the confidence to buy. So, here are a couple of formats that can help brands communicate with customers and boost conversions.
1. Conversational Commerce
Conversational commerce is a service that allows customers to speak to brand representatives 24/7 or in real time. An example of an interactive video service that uses conversational commerce is Hero. The platform lets brands set up texting chats and video calls with their customers to discuss products and offer recommendations. By chatting with brand reps, consumers can gain key info on products and build the confidence to buy. This also offers brands the chance to upsell to maximise profits. Hero's shoppable video technology provides a human feel to computer driven bots, allowing customers to give a face to the brand. This personalised experience generates a welcome, community feel. Calls can also be with multiple customers at once. As a result, the interactive video service can engage many people at once to sell multiple products.
2. Shoppable Livestream
Interactive livestream can boost engagement and conversion in a matter of minutes. Hosts stream in real time to sell products to a live virtual audience. Interactive video service, Smartzer helps brands to deliver exciting live shopping events for their customers. Brands upload product links to a player, connect to their chosen streaming platform then broadcast to their audience. Viewers can shop directly from the stream. By livestreaming, hosts can tell their brand story and give their audience a behind the scenes look at their products. This bespoke, one off experience encourages customers to make impulse purchases. A chat bar helps viewers to communicate with hosts by asking questions or simply showing their appreciation. Shoppable livestreams can be initially ticketed events to provide a sense of exclusivity. Following the stream, video content can be repurposed as on-demand shoppable content that supports video interactivity on ecommerce.
For more information on how to connect with your customers using shoppable video technology, visit smartzer.com