The Covid-19 pandemic situation has brought about major changes in our consumer habits, and this has led to an increase in online shopping. Since 2020, this figure has continued to grow and has forced many companies to launch e-commerce as a sales channel for the first time.
The progress of e-commerce in the last two years
The mobility and capacity restrictions that we have had for almost two years have caused a change in many companies and businesses, which have had to transform themselves in order not to disappear. One of these changes has been the acceptance of e-commerce as the main sales method, especially for retail businesses .
In this new paradigm, Spain is one of the countries that has best adapted to this opportunity and has not stopped growing. The confinement increased online shopping, because despite not being able to leave home normally, we did not stop consuming, we simply changed our shopping habits and choices. According to the VII Annual Study of e-commerce in Spain 2020, it is clear that 70% of the Spanish population buys online. Therefore, it is clear that this system of buying and selling products and services is on the rise.
Butwho are the main buyers?
Spaniards are more likely than ever to shop online. The 2021 Annual ecommerce report by Elogia together with IAB Spain shows that 76% of internet users between the ages of 16 and 70, some 25 million people, now regularly place their orders online. This increase, above all, occurs among the youngest, where they not only buy for themselves, but also for the older members of the family .
It is clear that young people (under 34 years old) are the ones who buy the most online, and one of the reasons for this is their high online presence. If we add to this the rise of social networks, where they spend several hours a day, which serve as a search for information, help in the decision to buy and are an excellent form of personalised advertising. Many brands use applications such as Instagram or Tik tok as a tool to reach this audience.
where do we buy from and how do we do it?
The computer is the main online shopping device, but the Smartphone is gaining ground. This increase in the use of the mobile phone is thanks to young people, while the use of the computer has a more senior profile, as it is more comfortable and the screen size is larger. The device that has been left behind is the Tablet, although it had its heyday, it has been displaced by the mobile phone.
Thanks to the adaptability of most online shops to mobile devices, thanks to the app, they have achieved an increase in sales due to the ease of purchase and good user experience. Most young people buy through the app of the corresponding shop, which can also be done from anywhere and at any time.
From marketing we know that a good shopping experience is essential, so it is not only important the device, but also the purchase process and the different payment methods. The most common is through credit or debit card, but with the emergence of bizum many shops have implemented this payment method among their options, in addition to PayPal and even cryptocurrencies.
Top online shopping categories
The first place goes to technology/communication, followed by entertainment and culture and in third place we would have the food sector, which maintains the same position as last year. It should be noted that the latter in 2019 was in fifth position, but the convenience, ease and time savings for many people has made it add positions in the ranking. If we also add the current situation the increase is remarkable. Since the pandemic began a part of the population makes their food purchases online, a service that is growing every day.
Fourth place goes to fashion, which after the hard blow to its physical shops, continued to stay afloat thanks to the online market. The total turnover of this sector has increased from 9.3% to 19.4% according to the report on online fashion in Spain 2021, conducted by Modaes.es in collaboration with Kantar Worldpanel Division, and sponsored by Prodware. Despite the confinement and restrictions people did not stop dressing, and although many prefer to continue going to physical shops, the figures make it clear that online shopping does not stop rising.
In addition, many of these businesses have exclusive offers and promotions when purchasing a product in an online e-commerce, which encourages people to buy them online.
E-commerce is here to stay
As they say, time will tell, but according to industry professionals, e-commerce is here to stay. As long as it offers competitive prices, good shopping service, quality products and services, it will continue to be a good option for customers in their day-to-day lives.
It is true that as a result of the pandemic it has been forced, in a way, to adopt new technologies, because it is adapt or die. This has been a challenge for many businesses, especially retailers, where many were not adapted to the digital environment.
It is clear that nowadays you have to be present on the net, have a good online sales service and give the best possible experience to your customers. Because this is constantly growing, and although it does not mean that direct sales will disappear, for many it will not be the main option. Because, as we have said before, the new consumer habits as well as digital commerce have come to stay in time.
