WundermanThompson-TheFutureShopperReport2021_79页_11mb

The Future Shopper 2021 Summary

Core Content

The Future Shopper 2021 report by Wunderman Thompson Commerce provides a comprehensive analysis of how the global online shopper is evolving in the post-pandemic era. Based on data from 28,426 consumers across 17 international markets, the report highlights key shifts in consumer behavior, preferences, and expectations, offering actionable insights for businesses to adapt and thrive in the new commerce landscape.

Main Points

1. The Pandemic Accelerated Digital Adoption

• Online shopping became a lifeline for many consumers, with 72% stating it saved them in 2020.
• 73% of global shoppers believe e-commerce will be more important to them in 2021, either due to ongoing uncertainty or long-term habit changes.
• 60% of global shoppers are more comfortable using digital technology now than before the pandemic.
• 51% of shoppers say they will spend more online in a post-COVID-19 world.

2. Consumer Behavior Shifts

• 80% of shoppers say their shopping habits have changed, with 30% indicating permanent changes.
• 41% of consumers still feel fearful about in-store shopping post-pandemic.
• 64% of global shoppers prefer brands with both online and offline presence, indicating the importance of omni-channel shopping.

3. Digital Experience Expectations

• 73% of shoppers expect better products, services, and experiences from retailers.
• "Good enough" is no longer acceptable, and businesses must deliver excellence across all touchpoints.
• Digital products are becoming more desirable, with 46% of shoppers preferring digital and instantly downloadable purchases, up from 34% in 2020.

4. Marketplaces Dominate the Shopping Landscape

• 42% of global online spending occurs through marketplaces like Amazon, Alibaba, and eBay.
• Amazon remains the leader, with 38% of shoppers searching for products on its platform and 14% of total online spend going through it.
• 66% of shoppers believe marketplaces are best at delivering fast service, but 56% want Amazon to pay more taxes.

5. Social Commerce is on the Rise

• 56% of global shoppers have already purchased from social platforms.
• 56% intend to increase their use of social commerce in the future.
• Influence and recommendations are growing trends in social commerce.

6. D2C (Direct-to-Consumer) is Gaining Momentum

• 15% of shoppers are most likely to buy directly from a brand.
• 6% of global shoppers rate D2C as the best experience.
• 51% of consumers consider D2C as a key factor in their purchasing decisions.
• Delivery speed is the top priority, with 48% wanting faster delivery and 30% expecting 24-hour delivery.

7. Sustainability and Ethics are Key Considerations

• 67% of shoppers say morals play an important role in their purchasing decisions.
• 62% of shoppers want better environmental practices from brands, such as less packaging.

8. The Future of Commerce is Digital and Integrated

• Consumers are demanding digital innovation, with 66% wanting more from brands and retailers in terms of technology and convenience.
• Voice commerce, contactless technology, and gaming commerce are emerging as new channels.
• Smart assistants and subscriptions are becoming more prevalent in consumer shopping behavior.
• Automated purchasing is also gaining traction.

Key Findings

Regional Insights

• APAC (China, Japan, Thailand, Indonesia, India, Australia) shows strong digital adoption and high expectations.
• LATAM (Brazil, Argentina, Mexico, Colombia) is expected to see the largest increase in online spending post-pandemic, with Argentina leading the way with a 14% rise.
• Europe (UK, France, Germany, Netherlands, Spain) has seen a more modest increase in online spending, with Spain showing the highest growth at 9%.
• Thailand is the most enthusiastic about digital commerce, with 90% of shoppers calling it a lifeline.

Recommendations for Businesses

• Review and update your online commerce strategy to ensure it is omni-channel and fit for the post-pandemic world.
• Understand and meet consumer expectations across all touchpoints.
• Invest in digital innovation, including voice commerce, contactless technology, and gaming commerce.
• Enhance delivery speed and customer experience to stay competitive.
• Leverage marketplaces effectively, while also strengthening D2C offerings.
• Embrace social commerce and build a strong online presence through influence and recommendations.
• Prioritize sustainability and ethical practices in your brand messaging and operations.

Conclusion

The global shopper is now more tech-savvy, omnichannel-oriented, and demanding than ever before. Businesses that fail to adapt to these new expectations risk losing market share. The report underscores the need for innovation, integration, and responsiveness in the evolving commerce landscape.