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Online commerce has intensified due to the Covid-19 pandemic, but now, new generations evade traditional e-commerce channels.
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E-commerce may have stalled as many consumers consider returning to in-store shopping experiences.
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Gen Z and Millennial shoppers are now more likely to purchase products directly from brands.
Traditional e-commerce channels are being threatened by the purchasing habits of new consumers.
For Mexico, the consumer is one of the key points for economic stability. Although there are difficulties, beginning with the issue of inflation and the slowdown in growth, consumption stands out as the main lifeline.
He is considered like “the bright spot” of the country’s economyAccording to a lengthy report by the Reuters agency. This study highlights that the spending of Mexicans increased as Mexicans living abroad sent a record 12.5 billion in remittances home during the first quarter of the year.
Likewise, tourism recovered and pandemic restrictions and infections eased, while the labor market remained strong.
However, some consider that the habit of visiting traditional channels in e-commerce is at a point of decline, at least stagnant.
New generations evade traditional e-commerce channels
According to the new study from the Capgemini Research Institute, What Matters to Today’s Consumerwhich reveals the great impact of the pandemic on consumer behavior and preferences, e-commerce trends are beginning to stall.
This considering that during the pandemic the number of e-commerce buyers. However, generation Z and millennials have changed their minds and it seems that confinement has made them prefer direct contact with brands.
According to that study, 72 percent of all shoppers expect to be able to have meaningful interactions with physical stores once the pandemic subsides, up from 60 percent before COVID-19.
“The willingness of younger consumers to go directly to brands when purchasing goods represents a huge opportunity for consumer product companies. This allows them to collect consumer data and helps create a more mature direct-to-consumer channel.
Having data enables consumer products and retail companies to translate supply and demand trends into smart decisions about how best to store their products and personalize products and services, as well as improve the customer experience. client”,
Tim Bridges, Global Head of Consumer Goods and Retail at Capgemini.
The same study adds that more than two-thirds (68 percent) of Gen Z and more than half (58 percent) of millennials have purchased products directly from brands in the past six months, compared to 41 percent percent on average across all age groups.
This of course speaks to the way each generation experienced not only the shopping process during the pandemic, but even the process of getting back to normal.
But why this decision? One of the most important reasons is thought to be that brands provide a better shopping experience, while some prefer this process over brand loyalty programs.
Online portals and delivery services
Another customer concern is comfort. Although it is true that during the seclusion, the delivery of products was a necessity to continue consumption, for some time, comfort is now sought and, when this service ceases to be effective, it can be dispensed with due to its prices. excessive. However, because the consumer prioritizes direct contact with the store, this is no longer a priority.
It stands out that less than half of consumers (47 percent) who have purchased products through subscription services do so for the convenience of home delivery. Despite this, after the pandemic, 22 percent of shoppers expect to have a high level of interaction with click-and-collect orders, that is, purchases online and picked up in store, which translates as a still latent desire to interact with the brand.
However, buyers are less willing to pay a premium for fast delivery. Among all shoppers, 3.3 percent of total cost is the average they’d be willing to pay for two-hour delivery, down from 4.6 percent in 2019.
It is clear that everything translates into sustainability and the sustainability of consumers, it all depends on what the priority is.
For now, you mark the same study of the Capgemini Research Institute points out that in order to meet the changing needs of today’s consumer, it is necessary to recognize four keys for brands and retailers to benefit from these consumer trends:
- Collect and analyze consumer data directly to customize new products and services for specific customer segments.
- Develop an omnichannel strategy that incorporates the functions of the store, electronic commerce, direct sales to the consumer and markets.
- Reposition delivery and distribution services as a driver of customer experience growth.
- Set product prices more competitively sustainable, in accordance with consumer expectations.
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