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The Internet has transformed consumer behavior greatly. More than just a platform for communication, it has become a marketplace that brings together a diverse range of shoppers with varying needs and habits. In the year 2021, over 2.14 billion people worldwide purchased goods or services online. By the end of 2023, eCommerce sales are projected to account for more than 25% of all retail sales worldwide. With this massive transition, it's more important than ever to understand the different types of digital consumers or online shoppers. Here's a closer look at these varying online shopper personas and how to engage them effectively.
Advances in conversational AI, deep machine learning, and natural language processing algorithms have already influenced our everyday lives in significant ways. Siri and Amazon Alexa, for example, have given us a taste of what conversational AI can offer. However, this is just the beginning.
Bargain hunters are always on the lookout for the best deals. They're often attracted to sales, discounts, and promotional offers tailored for them. They also frequently use coupons and take advantage of cashback offers. In a recent survey, 93% of shoppers said that a great deal or discount is a top factor in deciding where to shop. It's therefore essential to keep these customers in mind when formulating your pricing and promotional strategies. Deploying an AI-powered eCommerce solution is a good idea here.
Some consumers love browsing without necessarily intending to buy anything - these are the window shoppers. They might add items to their cart but abandon it later, only to return when a sale catches their eye or when they're ready to make a purchase. Studies show that the average cart abandonment rate is about 69.8% as of 2023. Capturing the attention of these shoppers requires innovative strategies like retargeting ads, email reminders, or personalized offers based on browsing history.
Read also: How AI-Powered Automation is revolutionizing is eCommerce?
Impulse buyers make purchases based on emotion or immediate desire rather than careful thought. They are particularly susceptible to compelling marketing tactics such as limited-time offers or products featured as 'trending'. In 2023, data showed that approximately 84% of Americans have made an impulse purchase at some point. Websites that are easy to navigate, offer engaging content, and have a straightforward checkout process are particularly attractive to this kind of shopper.
Read also: 6 Ways to Improve Your Shopping Cart Checkout Experience
Loyal customers are the backbone of any successful online store. They not only make repeat purchases but also advocate for your brand. According to a recent study, it costs five times more to attract a new customer than to keep an existing one. Loyalty programs, personalized shopping experiences, and excellent customer service are just some of the strategies that can be effective in retaining these valuable shoppers.
Increasingly, consumers are becoming more conscious of the impact their purchases have on society and the environment. Ethical shoppers are more likely to buy from brands that align with their values. For instance, a study in 2023 found that 66% of global consumers are willing to pay more for sustainable goods. To appeal to this group, brands should highlight their ethical practices, such as fair trade, environmentally friendly packaging, or supporting local communities.
The convenience of shopping from anywhere, anytime, has led to a surge in mobile shoppers. In 2023, mobile eCommerce sales accounted for nearly 73% of total eCommerce sales. These shoppers value speed, ease of navigation, and security. Therefore, ensuring your website is mobile-optimized with a smooth and secure checkout process is essential to capture this segment.
Social media has become a major influencer in shopping decisions, particularly among younger consumers. The social media shopper often discovers products through platforms like Instagram, Facebook, TikTok, or Pinterest. According to recent statistics, 87% of shoppers said that social media helps them decide what to buy. Incorporating social media into your marketing strategy, with shoppable posts or influencer collaborations, is an effective way to reach this audience.
Hesitant shoppers often take a lot of time before making a purchase decision. They might have concerns about product quality, delivery time, or return policies. A study in 2023 revealed that 45% of online shoppers abandon their carts due to concerns about return policies. To build trust with these shoppers, it's vital to provide clear and comprehensive information about your policies and reassure them with customer testimonials or guarantees.
The tech-savvy shopper is at the forefront of new shopping technologies and trends. They're more likely to use voice assistants or AI-powered eCommerce chatbots, augmented reality, or virtual reality for shopping. As per Gartner's 2023 report, 100 million consumers will shop using AR online and in-store by the end of the year. Catering to these consumers involves staying up-to-date with the latest technology and finding innovative ways to incorporate it into your online store.
Read also: 5 eCommerce User Experience Trends to Watch Out For
As we dive deeper into the age of AI-powered conversational commerce, understanding the varying behaviors and preferences of online shoppers is crucial for success. By tailoring your strategies to suit these different shopper personas, you can effectively increase conversions, reduce cart abandonment, and foster brand loyalty. Understanding your customer base and the unique traits of each shopper persona is vital in shaping your e-commerce strategies. By recognizing these different shopping personas and preferences, you can tailor your approach, creating a personalized experience that not only attracts diverse shoppers but also encourages them to return.
Ready to elevate your online store and capture the hearts of diverse shoppers? At Diginyze, we specialize in creating eCommerce stores of the future that keep customers at the heart. Whether you're looking to attract researchers, bargain hunters, or tech-savvy shoppers, Diginyze can help you succeed in today's competitive digital marketplace.
