E-commerce breaks loose - 15%+ and counting

According to the latest Nielsen Connected Commerce Report –  looking at the global consumers’ online purchasing habits – published in  November 2018, 95% of those who have access to the internet have made a  purchase online, up 1% vs 2017 and up 2% from 2016. 

Seems like the entry-category for the first time online shoppers is  travel, fashion and books, and if their familiarization, comfort and  trust levels increase, their category repertoire expands into areas like  beauty, personal care, and baby products. However, if they turn into  experienced online shoppers, they tend to move on to packaged and fresh  grocery categories, which obviously requires a high trust-level.

The report also revealed 26% of digital consumers purchased fresh  groceries online, an increase of 15% between 2016 and 2018, which is  contributing to overall fast-moving consumer goods (FMCG) e-commerce  growth, which Nielsen estimates increased by around US$70 billion  globally in the past two years.

And what would encourage even more customers to make their purchases  online? Almost half (49%) of them said that a money back guarantee for  products not matching what was ordered would encourage them to buy  online. A further 45% of consumers are enticed by same day product  replacement service for products not available, while 44% are looking  for free delivery services for purchases above a minimum spend. 

Right now fashion, travel and book account for the largest proportion  of online transactions (61%, 59% and 49% of consumers, respectively,  purchased within the category), but restaurant deliveries (33%),  packaged groceries (up 3 points to 30%) and fresh groceries (up 2 points  to 26%) are catching up soon. Join this ever-expanding world of e-commerce  with Screenist, match your webshop with a wide range of products on  screen, reach thousands of potential consumers in the form of subtle product placements, available even for small businesses.  

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