E-commerce sales growth is growing at double the rate of total retail sales growth, indicating that consumers are shifting from shopping in-store to buying online. The number of online shoppers increased 16% YOY for Q2 – there are now 170 million people shopping online.
Big-ticket items like furniture, appliances and equipment have shown moderate growth of 5% to 9% YOY for Q2.
Cutting Back on Spending
Because of their economic concerns, consumers are looking to save. They are now switching brands, shopping only when items are on sale, looking for deals online and going to different retailers in order to spend less.
Get Smart About Smartphones
The number of consumers using their smartphones to browse retail content in some form is now at 78 million. 22% of smartphone owners say they have made purchases via their smartphones, 50% have used their phones to find nearby stores and 40% have used their smartphones while in a store. The top reasons for using the smartphone in-store? To compare prices or to compare an item to other items not available in the store. 36% of consumers who abandon in-store purchases after using their smartphones end up buying online instead.
Social Media Matters
Overall, retailers not taking full advantage of the opportunity social media presents. For example, retail ads only make up 15.4% of the display ads on social networking sites.
If you are looking to expand your social media presence, comScore offers insight on Facebook: Once consumers like a page, they are very unlikely to return to that page. Facebook users spend the majority of their time on the newsfeed, so what and how you post will account for much of their interactions with your brand. Fans and their Facebook friends who are exposed to your brand on Facebook via advertising and status posts have a much higher brand engagement, which includes visiting your e-commerce website.