e-Commerce Overtakes the High Street | OnTop Media Blog

2012 was the year that the inevitable happened. No, not the apocalypse: internet retail finally overtook the high street. In a shift that has long been predicted, increasing numbers of people have left behind traditional bricks & mortar shops in favour of shopping online, with a recent survey revealing it is more popular here in the UK than in any other major country in the world.

So what is it that we love about internet shopping? Convenience and price are the main factors when deciding between trawling the high street and shopping from the comfort of the sofa ? and when everything you need is all in one place, available to buy with just a few clicks of a button and delivered straight to your door, it?s no wonder that online shopping has won over the masses. But while the internet provides an informative and convenient platform for buying, retailers still face the challenge brought about by customers inability to appreciate the tactile qualities of the items they are considering purchasing.

There is a way of overcoming this issue, though. Multi-channel operations are the key to keeping customers happy, and cater exactly for the type of shopper who prefers to physically see a product before buying online. 55% of respondents to Ofcom?s survey reported that they still visit shops to review potential purchases in person, then browse online for the best price. This provides customers with the opportunity to ensure the quality of the product before finding the optimum offer online, and retailers don?t lose out in the process ? after all, a sale is a sale, regardless of whether it is carried out in a shop or on the internet.

The popularity of online shopping has been significantly helped along by mobile technology. Mobile web means that it is even easier to access the internet, and users can browse the web wherever they are, making it perfect for the busy lives of today?s on-the-go consumers. Almost half (44%) of people have made purchases from a smartphone, tablet or other mobile device in the last six months, and this figure is set to continue to rise well into 2013 as features like responsive design and mobile-specific content come to the fore of web development.

Unsurprisingly, the festive period saw a massive surge in e-commerce with the majority of Christmas shopping carried out online. 54% of people revealed that they?d completed all of their present-buying on the internet, with 40% opting to brave the chaos of the high street in search of gifts. The new heights reached by online retail in 2012 look to be a continuing trend as more and more consumers realise the benefits of internet shopping. Convenience aside, online retail provides consumers with discounts that?aren?t?available in the shops, the ability to browse multiple retailers and the chance to find the best value for money.

Many online shoppers, however, stated that price is irrelevant in relation to the service. Over half of UK consumers remain loyal to their favourite websites despite lower costs elsewhere, with 57% of internet shoppers preferring to shop from a handful of websites rather than scouring the web for the best price. Why is this? Customer experience is the most vital element in retail: if a customer has a positive experience with excellent service, they are more likely to return to that retailer for future purchases. A negative experience, on the other hand, drives customers away from that business ? even if it is offering the best prices. Customer experience is still more important than price, so it is fundamental to the success of any online retailer that the service they provide is top quality. Good customer service instils trust in consumers, which in turn encourages loyalty to that business.

Source: http://www.ontop.co.uk/blog/ecommerce/e-commerce-overtakes-the-high-street/

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