Online shopping―what was once frowned upon has now managed to gain acceptance with open wallets! Yes, while in the past we hesitated ordering things online, and most importantly questioned the safety of letting out our credit/debit card details on the Internet, now due to the safe and secure online market, the skepticism has vanished to a great extent. A recent study done by eMarketer confirms the truth of this statement. Their analysis predicts the growth of online sales in the United States to USD 434.2 billion by 2017, from USD 225.5 billion in 2012.
The year 2009 saw an extraordinary trend. While most industries suffered significant losses due to recession, the U.S. saw a significant rise in online retail of 11%, according to a report by Forrester Research published in March 2010. This just shows the popularity of the trend of online shopping in the past few years.
Online Shopping: From a Luxury to a Trend to a Necessity
The 90s proved to be historical for Internet shopping when the world was introduced to the ‘World Wide Web’. The pioneering online shopping sites such as Amazon and eBay were launched in 1995, and they still continue to reign the kingdom of online retail market. Among the initial steps in Internet selling was the selling of books. What started as a trial-and-error strategy―with many people wondering the feasibility of the success of web shopping―today, has become a revolutionary industry worth billions!
With the consumer population becoming more and more tech-savvy, and with the technological excellence that has led to safe, secure, reliable, and satisfactory online transactions in the recent past, most people prefer to avoid the chaotic crowd of shopping malls, and opt for shopping from the comfort of their homes.
The Internet was once an option, and is now a necessity. Likewise, the virtual market has become more than a facility; it is now, in fact, a necessity. With irresistible advantages such as 24X7 access to shopping, free shipment, and home delivery, the online retailers have managed to acquire some loyal customers. Forrester Research state that the United States online retail industry is likely to be worth USD 279 billion in 2015.
Factors That Have Made Online Shopping a Trend
From the 90s till now, gradually people have accepted virtual shopping to be an easy and affordable way to get hold of things ranging from luxury items such as smartphones and laptops, to everyday items such as grocery and stationery. More and more stores are opening their own websites to enable consumers to shop online. There are various external factors that have contributed to the rising inclination towards virtual shopping.
The Social Media: While browsing through social network sites such as Facebook, have you noticed the ads that are displayed on the right hand corner of the webpage … attracting you towards the trendy branded clothes, jewelry, scents, and footwear? With sellers joining the social networking sites and creating their own pages, a study shows that almost 60% of online buyers used social media to discover, like, and follow retail sites in the past year. This strategy definitely helps increase the pace of product exposure with features such as like, share, recommend a friend, reviews, and more.
Smartphones and Tablets: With the increasing user base of smartphones and tablets, online shopping is not just confined to sitting in front of a PC. If you know what you want, shopping can be done while eating your lunch, while traveling to your work … while on the move! Another survey depicts that almost 10-15% of Internet traffic comes through mobile devices. A trend known as “show rooming” has been on the up lately. The buyers visit the physical retail stores to check out the products, browse the products online, compare prices, check the reviews on the websites, and buy the same product from an online retailer offering the best deal. Mobile apps of these retail stores also help the consumers know about the latest stock and sale going on, subsequently increasing the customer database and sales.
Crowded Shopping Destinations: While researching on shopping trends during Black Fridays, I came across various consumers who preferred shopping online rather than going out in the crowd with no parking spaces! This just shows that customers not only find it more comfortable, but also less chaotic to shop online rather than traveling all the way to the rushed shopping destinations, especially during sales. This drift has encouraged physical stores to focus more towards their service and hospitality to make customers’ shopping experience more comfortable and satisfactory.
Tech-savvy Users: Another contributing factor towards the hype in online shopping, is the majority of population becoming increasingly tech savvy. A fair amount of credit goes to the effort of sellers making online shopping not only a comfortable, but an overall safe and fun experience with alluring features such as cash on delivery, free home delivery, replacement plans, low price guarantee, gift cards, customer reviews, and more. In fact, many online retailers also give consumers an option to try their selected clothes, apparels, and footwear at home, and offer to do the necessary changes. There are also customer service numbers which enable the consumers to contact these retailers to clarify their queries. With all these features, online shopping has made the experience less complicated and tiresome for the users.
No Geographical Limitations: The one factor that has worked the most in favor of virtual shopping is the fact that users have multiple options that are not confined to any geographical boundaries, as is the case with physical stores. For example, if a book you need is not available in your city, you have no other option but to wait. In case of online shopping, if one website doesn’t have that book in stock, you will definitely get it on other websites. Also, online retail stores give you an option to set an e-mail alert when the product is in stock, so that you may complete your purchase.
What Lies Ahead …
By analyzing the aforementioned factors, it is evident that the virtual trend of shopping would only flourish in the near future. Unless the bricks-and-mortar stores don’t adapt to recent trends in e-commerce, and prepare themselves for the competitive strategies to attract online buyers, the future of traditional shopping seems to be under a potential threat. It is inevitable that online stores will have to become a compulsory feature of each and every traditional store that wants to be in the competition. In fact, a business website―which was an “added feature” till the recent past―has now become a prerequisite. Each and every business, other than retail stores is launching user-friendly and attractive websites to enable their customers to ask queries, make appointments, sales, cancellations, and the like, all through the website. With these strategic changes, buying and selling online is transforming from a luxury to a necessity.
Considering online shopping to be a solution for all shopping-related hassles would not be right. Like any other area, virtual market has its own cons, the most important one being the lack of a “physical presence”. At the end of the day, we humans are social beings, and shopping is considered by many, a means to socialize. It is normal for us to want the presence of someone who would approve with our choices, or help us make the right choice among the many options before us. Virtual shopping makes us “physically” more isolated.
Who would’ve thought, a few years ago, that the Internet would evolve from being something physically non-existent, to something that has now become an integral part of all the dominating aspects of our physical lives? The unlimited access that the Internet has provided to its users has made them more aware about the market. When it comes to online shopping, the most powerful marketing tool―the word of mouth―is what works the best. With social media, mobile apps, review sites, and sharing features, online buyers have become significant contributors in the total sales revenue. The target of the market is to find buyers and follow them where they are. Promotional ads and coupons are sent to consumers online; while offline, mobile messages are steadily delivered to their inbox, keeping them aware about what is “in store” for them. The world is functioning the quick and smart way, and e-commerce is a perfect example for reaching out to consumers even while they are busy and on the move.