E-commerce in fast-moving consumer goods (FMCG) continues to move towards a shopping model that is increasingly integrated with the physical store. This is reflected in the 12th edition of the E-commerce Barometer, produced by AECOC Shopperview, which shows how consumers are opting for complementarity between both channels and consolidating increasingly digital shopping habits, while still demanding a better shopping experience and greater guarantees in payment security.
Currently, 46% of shoppers already alternate between physical stores and online channels depending on the product, while only 2% always buy online. Loyalty to the digital channel is also continuing to grow: 20% of consumers say that, in the future, they will make most of their FMCG purchases online, four percentage points more than a year earlier. Even so, the main trend will be the coexistence of both channels, as stated by 78% of consumers.
Online shopping matures and mobile becomes the main device
The study reflects a more consolidated market, with satisfied consumers and increasingly defined purchasing habits. The online shopping experience receives an average score of 7.3 out of 10, and seven out of ten shoppers say they are highly satisfied with the service received.
In addition, mobile devices have become the preferred option for online purchases. For the first time, purchases made via smartphones and tablets have surpassed those made from computers. 36% of consumers buy through the retailer’s website from their mobile phone and a further 29% use the store’s app, while computer use has fallen to 35%.
Planning is also gaining importance in the digital environment. 85% of consumers prepare their purchase in advance, either with a fixed list, a flexible list or by using previous order history.
By category, non-food products continue to lead online purchases. Health and beauty tops the ranking, with 58% of shoppers, followed by household cleaning products, with 51%, and pet products, with 41%. The growth of non-alcoholic and alcoholic beverages also stands out, reaching 41% and 36%, respectively.
Promotions, experience and security will shape the channel’s evolution
Promotions remain one of the main purchase drivers in e-commerce. 65% of consumers say that offers encourage them to try new products they had not previously bought, while 63% admit to buying more units to take advantage of a promotion, and 55% switch online stores in search of better prices.
However, the study also identifies areas for improvement in order to drive the channel’s development. The main consumer demand is for more personalised offers, a priority for 41% of respondents. They also call for improvements in delivery times, more varied and simpler payment systems, and more agile return policies.
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At the payment stage, security remains the decisive factor. 89% consider it the most important aspect when choosing a payment method, and 65% prefer to buy from websites that offer several options. In addition, 44% say they have abandoned a purchase because their usual payment system was not available, while 59% remain concerned about sharing their bank details online.
The results show that e-commerce has reached a new stage of maturity, in which omnichannel shopping is already part of consumers’ regular behaviour. The challenge for the sector now is to bring into the digital environment the capacity for inspiration, discovery and experience that the physical store still offers, while keeping personalised promotions and trust in payment systems at the forefront.
