An annual study on the latest digital commerce trends and global consumer shifts
Bloomreach, the leader in commerce experience ™, commissioned Forrester to conduct an online survey of B2B and B2C decision-makers in e-commerce.
Read on to discover what the study found, and how firms can capitalize on the market share they’ve captured during COVID-19.
COVID-19 incited a major turning point in e-commerce history. With brick-and-mortar shops closed for much of 2020, B2C consumers and B2B customers relied on digital channels to make purchases. This shift certainly amplified online behaviors, but more importantly, it created new ones, as many buyers shopped online for products they’d never bought online before.
Prior to the pandemic, it was common for consumers to do online research about purchases they planned to make -- even when the intent was to make the purchase in-store. Since COVID-19, these behaviors have amplified, and now include products consumers have never purchased online before in both the B2C and B2B spaces.
Almost half (44%) of B2C buyers and 58% of B2B buyers say they always or often research a product online before going to a physical store. Even when in-store, they will still go online to continue their research:
Only about a third of buyers are completely satisfied with their research experience or purchase experience on direct websites.
Buyers want easy navigation, relevant search, and the ability to refine results.
Most customers value ratings and reviews for supporting tools.
Buyers want product images, clear pricing, detailed product information, and product availability.
Across the e-commerce journey, technological obstacles prevent them from:
A tough time with technology thankfully hasn’t deterred commerce professionals. Customer experience (CX) is at the top of the firms' lists of priorities going forward. Most firms are expanding or planning to invest across digital commerce technologies and channels.
Firms believe the most important capabilities to deliver on their desired business outcomes are:
1. Fix the basics.
2. Build out a comprehensive to-do list.
3. Invest in e-commerce technology, even if it means taking funds from other parts of the business.
4. Reduce your variable costs where possible.
5. Focus on owning your customers first and foremost.
Bloomreach is the leader in commerce experience™. Our flagship product, brX, is the only digital experience platform that utilizes the full spectrum of commerce data, from product to customer, alongside content management capabilities, and AI-driven search, merchandising, and personalization in one flexible, API-first platform.
We serve over 700 global brands including Albertsons, Staples, Bosch, Puma, FC Bayern München, and Marks & Spencer, and power $200 billion in digital commerce experiences annually.
Let's talk about your priorities and dig into your needs.