Looking ahead, we are seeing a dramatic shift in how customers interact with businesses. The pandemic triggered a dramatic acceleration of people shopping online. Even those sectors in which people usually shop in person saw ecommerce use shoot through the roof.
However, the trend is more nuanced than one from offline to on. Customers are looking for an omnichannel experience with lots of choice and flexibility. They are mixing on and offline purchases and expect the same seamless experience through all channels. For example, curbside pickup sees people placing an order online before going to pick up an item in store.
As well as online, people are also turning to mobile platforms. These sites have very different experiences to desktop websites, which is one reason why mobile customers traditionally have a higher cart abandonment rate than other online users. Companies are having to implement mobile websites to ensure they can be read effectively by smartphones, tablets and other devices. These adhere to very different rules but have the same goal of making the information more accessible and the navigation process easier from a mobile device.
Lastly, the rising number of payment options also puts pressure on retailers to up their game. From credit/debit card payments to mobile wallets and even cryptocurrencies, people want to be able to choose their own payment method. If they can’t find their chosen option on your website, they may decide to select one that they can.
The challenge is considerable for retailers. Technology is evolving rapidly and, as it does, customer expectations and behavior is adapting. Those who fail to move with the times will see rising numbers of abandoned carts. To avoid that, they need to give people what they want, namely, choice, clarity and a simple, easy to use platform which removes all the barriers which prevent people from buying.
It's an ongoing process and you may find yourself having to react to changes as they happen. In a fast-moving commercial world, retailers need to become fast-moving and adaptable to keep up.