The transition from physically store-hopping to online shopping accelerated due to the COVID-19 pandemic. Physical stores pose more perks. However, shoppers find ways to replace them with virtual substitutes.
Shoppers and their stand on the new shopping environment
Since the pandemic started, the authorities have been reminding people to be wary of the virus infection and observe social distancing in public and crowded places. Many go-to spots implemented lockdowns, which forbid people from going nearly everywhere but home.
Companies and industries opt to force closure to take their toll on the struggling retail industry. Until now, some could not come back and operate again.
While these preventive measures may be convenient, challenges arise with shoppers and businesses pulling through to meeting their necessities for living. People have to purchase groceries, medicines, and clothes, among others. However, going to physical stores has become challenging, with some necessary staples to bear in mind. It includes disinfection measures, proper wearing of protective masks, and social distancing observation.
In September 2019, Forrester conducted a study on Online Retail Forecast, showing that retail and online sales will grow at an average of 2.5% and 11.5% per year. Three months after Forrester published the report, the global health pandemic began and changed the state of the retail and eCommerce industry.
Malls had to limit the accommodation of the usual number of shoppers from pre-pandemic. Therefore, companies and businesses experienced a decrease in consumers and financial loss and eventually opted to close. Even now that the nation is returning to its normal state, online shops pose to be more reliable for many as their needs and shopping find go-to.
To know the other factors that affect the new shopping environment, Carylle Lauderes shared her online shopping experiences and perspectives.
Perspective on the new shopping environment
Carylle is a 21-year-old college student living in Metro Manila. She’s an only child who finds online shopping as a mechanism for coping with limited exposure outside. Due to the pandemic and online education setup, Carylle got hooked on buying her needs and indulgences online.
Moreover, due to the pandemic’s implications on her emotional and social being, she acquired the tendency to depend on splurging. Relieving her pandemic-related anxieties and fears was found effective with online retail therapy.
Online shopping is also my way of coping with being more alone. It’s easier to depend on it, especially because it relieves me. Sometimes, I would find myself browsing and adding more things to my cart, in a way I would prevent myself from overthinking.
Swift popularity of online shopping
The probability of consumers who choose between online buying and mall hopping decreased since the government limited people from crowding in public places to stop the spread of the COVID-19 virus.
Also, with the pandemic’s new system of door-to-door delivery of items, people found a reason to feel safer and spend more. Compared to before, every consumer now has to deal with those choices in making purchasing decisions.
Physical stores have plenty of advantages. Now that stores are open again, customers can see and test the products before buying them. It minimizes the possibility of disappointment with products and a lengthy return process.
Also, clerks can entertain questions and make educated recommendations. Still, people are trading the trip to a store for a click online. A transition Carylle sees herself drawn to do.
I, for one, barely go to physical stores even after they began opening again unless I have to do something else.
New routine unlocked
She’s one of many who resorts to online shopping from in-person buying because she’s scared of virus transmission. Also, her mother wouldn’t allow her to do it often for the same reason. She feels more comfortable doing it in her home, yet she can guarantee their safety.
I prefer online shopping because it’s more convenient and safer, especially during this unpredictable time. Although, sometimes, I can feel that something is unfulfilled. It doesn’t feel the same.
Before the pandemic, she used to go to the mall more often to buy necessities. With her friends or family, it feels different and more enjoyable. They can do other things aside from it, like eat or watch in cinemas.
I can’t deny that my experience before and now have certain differences. There were more options before than now, such as hours-long strolling at the mall with friends. Then we’ll spend the rest of the time checking dresses and bags while catching up with life. But this pandemic’s making those things a lot more hassle. Nevertheless, shopping online is a great and enjoyable option now. Plus, it’s a new routine for me.
Social networks and best traffic sources
According to BigCommerce, “43% of global shoppers research products online via social networks.”
With the introduction of more social commerce tools- like checkout on Instagram- the industry has seen growth in the power of social media over users’ purchasing awareness and decisions. It has accelerated the shift towards a digital world, affecting the transition from in-person to online shopping.
With so much more time stuck at home and almost everything is done with social media and technologies, and advertisements that follow us from one site to the next, it’s (online shopping) easy to overdo it.
Shopping, like other interactions, moves online, and people start developing services that correspond to consumers’ desires, like experiences that create better marketing, a decentralized ecosystem, and a safer experience. People have made a consumer-driven community around buying, which was impossible before.
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