The future of online commerce in a post-pandemic world

[shukla7789]

It’s not hard to see that online commerce is experiencing a boom in popularity . After all, it has become the only possible and viable business model for many brands and companies during the mandatory lockdown. And an important lesson to be learned from this growth in e-commerce is that, with the world interconnected thanks to the wonders of digital, commerce has also been able to offer hybrid experiences , increasingly focused on online, that meet consumer trends.

Online commerce: necessity or strategy?

Stopping doesn’t mean dying. While online commerce can be seen as just an almost mandatory necessity during lockdown, this business paradigm offers enormous potential for the future for companies that know italy whatsapp number database to make the most of what digital has to offer. The difference between these two scenarios lies in the strategy: it’s not enough to simply move online; you need to think about your business and the way you operate .

And the numbers don't lie. A study on consumer behavior before, during and after the first lockdown, carried out by the Research Center of ISAG – European Business School, reveals that 37.53% of consumers (surveyed) admit to increasing their online purchases in the future. All of this is reinforced by the increase in online purchases during that same period: digital purchases of services and products during the lockdown period increased by around 18% ( SIBS ).

Today, the new era of consumers goes through their entire purchasing journey online: they research, compare prices, products and services and expect the best possible shopping experience. Therefore, for this generation, digital is not entirely new. However, for many brands, online commerce is a new business model, almost mandatory, which still poses many complex challenges. To begin with, it is important to understand the processes that consumers use to select and purchase products. From there, it is possible to structure the business strategically, to improve communication and relationships and, thus, satisfy not only their needs, but especially their expectations.

The transformation of buying and selling habits: what’s new?

Social isolation and the need to avoid physical contact have made online commerce a path of no return in the post-pandemic scenario . The same will happen to restaurants that have implemented delivery services to maintain their activity. But how can businesses respond to the "new normal"?

Omnichannel and Multichannel: opportunities in sales channels

With more and more companies opting for the digital business model, the demands are growing: selling the same product in multiple channels – from physical stores, online stores or digital Marketplaces – poses new challenges to the logistics and administrative management of organizations.

Omnichannel integrates experiences : businesses must know how to multiply their presence, adapted to the context in which they operate, or to the sales channel, always under the same identity. It offers a fully integrated shopping experience: for the consumer, regardless of the channel they are on – physical or online – the experience is the same.

On the other hand, the multichannel approach focuses on each interaction with the consumer across the various sales channels. There are multiple sales channels that exist simultaneously – whether it be a company-owned store, a multi-brand store, an online store or marketplaces – but, unlike omnichannel, these channels present multiple options that may even compete with each other. In this approach, these channels are not integrated and do not communicate with each other, whether in terms of supply (with different products in each channel), price, communication or logistics.

Mobile is the new reality in online commerce

Shopping is going mobile. If online has already won over consumers, mobile is the next step to gain this trust. One thing is certain: ecommerce projects that are not prepared to receive visitors via mobile phones will not achieve their goals.

Therefore, make sure your website is properly adapted for mobile browsing. Nowadays, most brands develop their websites considering the desktop as the main viewing screen. The content is then adapted for other mobile devices. However, today, it is increasingly important to have a responsive website with a user-friendly layout for all formats.

Personalized service is no longer an illusion

Another trend that is here to stay is personalized service via social media, WhatsApp or the website itself. It is easier for consumers to obtain information about products and services, and for brands it is another way to offer a differentiated, personalized and transparent service. For this reason, and because this movement of purchases via online channels will continue even after the end of the pandemic, brands must invest in this differentiation and personalization when following the customer throughout the entire journey, treating them as unique.

The new scenario is reinvention

There is no doubt that the changes caused by the pandemic, especially in the commercial landscape, will overcome the barriers of social isolation and online commerce will become an even more common habit.

It is essential to understand that omnichannel is no longer a trend, it is a reality and a necessity . If you do not position your products or services online now, your customers will find an alternative. Whether through your own online store or by selling your products/services on a digital marketplace, it is really important that you embrace e-commerce. There is now technology that allows you to sell on multiple channels simultaneously, through a single platform that centralizes all logistics and sales operations.