Reimagining Commerce: Global Findings Experience-Driven Commerce Outperforms Conversion-Focused Strategies
Page 1Reimagining CommerceEpiserver
Today’s online shopping landscape is truly borderless. Thanks to
the internet and advances in shipping and fulfillment technologies,
routine online shopping is a reality for more people than ever before.
Global ecommerce sales are expected to eclipse $2.8 trillion this
year, a statistic that affirms online’s seat at the commerce table and
sets the stage for even greater growth to come.
However, Episerver’s analysis of global consumers’ online shopping
habits finds that this growth is dependent upon a new definition of
commerce.
“Commerce” no longer means making a purchase, but rather
encompasses the entire journey from research to final sale. This
modern definition of commerce includes activities like inspiration
seeking, problem solving, product discovery, product research,
product comparison and more. Shopping today is just as much
about the experience as it is about the purchase – maybe even more
so. Businesses have opportunities to bend these experiences in
their favor, but only if they can look beyond transactions. Paying too
much attention to conversions blinds brands from other powerful
engagement opportunities that exist throughout the entire online
customer journey.
Page 2Reimagining CommerceEpiserver
Here’s how global consumers stack up:
• Online shopping is on the rise worldwide: Confirming
what many have observed, 63 percent of people shop
online at least once a month, and a quarter (23 percent)
shop online at least weekly. Almost two-thirds of
shoppers expect to make more online purchases this
year than they did in 2017.
• Online shoppers log on to do more than purchase: Just
17 percent of people say that making a purchase is their
primary purpose for visiting a brand’s website for the first
time. Rather, shoppers are going online to search for (35
percent) and compare (29 percent) products/services.
• Shoppers are comfortable with personalization and reward brands that employ it: Eighty-seven percent
of online shoppers are okay with companies knowing
more about them. And when a brand personalizes
experiences, a quarter of shoppers are more likely to
purchase from the brand again, 20 percent are more
loyal and 20 percent trust the brand more.
• Shoppers’ tolerance for misinformation online is low: Inaccurate or incomplete content dissuades half (46
percent) of shoppers from completing online purchases
often, and 18 percent always.
• Disappointing online shopping experiences have monetary consequences: The absence of online
‘must-haves’ like easy-to-use product search functions
and information about products and returns causes 44
percent of shoppers to abandon purchases often. Nine
percent of shoppers say they always abandon shopping
sessions when these must-haves are missing.
• Personalization influences perception: Over a third
of shoppers (35 percent) now feel brands do not care
enough about personalizing their shopping experiences,
causing them to feel disappointed (32 percent),
frustrated (16 percent) and distrustful (12 percent).
• Connected consumers are on the rise: When online
shopping, 29 percent of people browse on their
smartphones daily. Half (49 percent) browse weekly.
• Shoppers welcome technology-driven experiences, but expect payoffs: Eighty percent of shoppers rate
their past in-store and online experiences with new
technology functions as good or satisfactory, and
89 percent would be interested in trying them again.
However, of shoppers turning down a second chance,
half (51 percent) report it’s because these technologies
don’t improve their experiences.
Key FindingsFindings from this study indicate that brands are at a turning point in their
relationships with shoppers. Brands willing to invest in all aspects of the
online shopping experience set themselves up for long-term success, while
those that focus too heavily on transactions are not accounting for shoppers’
diverse expectations and needs when shopping online.
Page 3Reimagining CommerceEpiserver
Consumers Continue to Shop Online, But Growth Could Plateau
The diversification of shopping channels and the widespread
popularity of personal electronic devices like smartphones
have made consumers increasingly comfortable taking their
shopping needs online, and will continue to do so. Currently,
63 percent of people shop online at least once a month, and
a quarter shop online at least weekly.
In the spirit of more frequent shopping, almost two-thirds of
consumers expect to make more online purchases this year
than they did in 2017. This commitment to online shopping
is fiercest among today’s most frequent shoppers. Eighty-
one percent of people who shop online at least once a week
plan to make more purchases in 2018, well above the global
average.
Behaviors like this make online shopping an obvious
investment. They also stress how brands unable or unwilling
to prioritize the online shopping experience are failing to
meet shoppers’ expectations and will lose revenue and/or
market share as a result.
When instituting or expanding digital offerings and strategies,
stakeholders cannot ignore the 37 percent of global
How often do you shop online?
At least once a day
2%
At least once a week
21%
At least once every three months
26%
At least once a month
40%
At least once a year
10%
Do you expect to make more online purchases in 2018 than you did in 2017?
No
37%
Yes
63%
Page 4Reimagining CommerceEpiserver
consumers who believe that their online shopping habits
have plateaued, or may even decline moving forward.
Is online shopping nearing a saturation point? Unlikely, or
at least not anytime soon. As companies continue to make
ecommerce easier, more convenient and more fun, even
consumers who believe they’ve exhausted online shopping
will find themselves spending more.
However, prior online shopping experiences have left bad
tastes in many people’s mouths, and lackluster interactions
moving forward will only make it tougher to win consumers
over. It only takes one bad experience to turn a shopper into
a skeptic, and every ecommerce touch point is a chance
for brands to get it wrong. But that means brands also have
ample opportunities to get it right.
What exactly does ‘right’ mean? According to our findings, it
comes down to crafting experiences that shoppers love, find
valuable and come back for.
______
As companies continue to make ecommerce easier,
more convenient and more fun, even consumers who
believe they’ve exhausted online shopping will find
themselves spending more.
Page 5Reimagining CommerceEpiserver
Shopping Online Doesn’t Always Lead to PurchaseTo create better digital experiences for shoppers, brands must first
understand their audiences.
Delivering customer-centric experiences first requires
brands to determine why shoppers are logging on. Now
that consumers can shop 24/7 thanks to online, people are
visiting brands’ websites and mobile apps to do much more
than purchase.
In fact, just 17 percent of people say purchase is their primary
purpose when visiting a brand’s website for the first time. This
figure is well outpaced by shoppers’ top two motivations –
searching for and comparing products/services.
A deeper dive into where website/mobile app visitors actually
spend time further proves that purchase is typically a
secondary consideration. Half of shoppers go directly to the
specific products they went online to find, but that means
the other half lack clear purchasing intentions. Even when it
comes to shoppers who say purchase is their primary reason
for visiting websites/mobiles apps, just 38 percent first look
for the products they came for.
What is usually your primary purpose for visiting a brand’s website for the first time?
Finding inspiration (e.g., style or usage guidance, direction from brands and retailers, etc.)
Looking for store information (e.g., hours, location, contact information, etc.)
9%
7%
Comparing prices or other variables between brands
29%
Making a purchase
17%
Searching for a product or service
35%
Finding a dealer/seller
3%
Page 6Reimagining CommerceEpiserver
As with shopping in store, people never intend to purchase
every single time they go online. Consider the mall – who
hasn’t visited one with the aim of window shopping, product
comparison or just grabbing a soft pretzel from the food
court?
Consumers mirror these in-store behaviors online and are
logging on to find information regarding shipping, deals,
payment options, returns and more. With such a heavy
emphasis on research, brands dedicating too much time
and resources to quickly moving shoppers through the sales
funnel are not providing as much value to visitors as possible.
______
Consumers mirror in-store behaviors online and are
logging on to find information regarding shipping,
deals, payment options, returns and more.
What part of a brand’s website or mobile app do you look at first when shopping online?
Featured product recommendations
Contact information
5%
2%
Payment information
6%
Sale items
19%
Shipping information
8%
The product I came to the site for
50%
My shopping cart
FAQs
3%
1%
Customer testimonials
Return information
4%
2%
Page 7Reimagining CommerceEpiserver
Unsatisfactory Commerce Interactions Reduce Conversions
Retail giants like Amazon have the inventory and distribution
models to cater more exclusively to consumers’ price
preferences. But most brands cannot get away with this
strategy. Now that online shopping involves more research
and long-term engagements beyond transactions,
businesses must learn how and where to provide value
outside of purchase.
Stakeholders can identify future investment opportunities
within their ecommerce experiences by determining where
online shopping has disappointed consumers in the past.
Disappointed means many things here, but the biggest
is an inability for shoppers to find the information they’re
looking for. When asked why they’ve left a brand’s website/
mobile app without making a purchase, top reasons for
abandonment include a lack of product, store or brand
information. Successful and enjoyable research is so
valuable to the overall online shopping experience that
64 percent of shoppers say inaccurate or incomplete
content always or often dissuades them from completing
online purchases.
How high are the stakes? Incorrect or incomplete content
has dissuaded 95 percent of online shoppers from
completing a purchase before.
Again, brands must pay special attention to the most
frequent online shoppers. Seventy-three percent of people
who shop online at least once a month say incorrect or
incomplete content always dissuades them from completing
online purchases.
Why have you left a brand’s website and/or mobile app without making a purchase? Select all that apply.
I couldn’t find what I was looking for
54%
I had price concerns (e.g., found a better deal, more expensive than expected, etc.)
There wasn’t enough information about the product to determine if it was right for me
I was looking for store or brand information and didn’t intend to make a purchase
The digital content (e.g., videos, images, text, etc.) wasn’t personalized to me
46%
37%
18%
5%
Shipping was too expensive
I was just browsing and didn’t intend to make a purchase
I found a product that better suited my needs elsewhere
The site showed me irrelevant products/services
Check-out took too long
60%
45%
37%
18%
17%
Page 8Reimagining CommerceEpiserver
So, what exactly do consumers want when shopping online?
Top must-haves include perks that make the shopping
process smoother, including free shipping and package
tracking. Shoppers also crave technical assurances like
a fast website. When online shopping cannot deliver on
promises of speed and intuitive usability, shoppers’ loyalty is
quickly called into question.
When trying to win shoppers over, one desire brands can
easily overlook is a streamlined and personalized research
process. Aspects of the research process rank highly as
shopper must-haves, including easy-to-use product search
functions, ample information about products and returns,
personalized recommendations and more.
These must-haves are so important that their absence
leads 9 percent of people to always abandon their online
shopping sessions, with 44 percent saying this happens
often. Among people who shop daily, the absence of these
must-haves results in abandonment 42 percent of the time.
These ‘power shoppers’ may be few in number today, but
as their ranks increase so too will expectations regarding
these digital-experience must-haves. Fortunately, compared
to other common abandonment triggers like expensive
shipping costs, brands can easily improve and continuously
personalize the research stage.
If content is incorrect or incomplete on a brand’s website and/or mobile app, how often does that dissuade you from completing the purchase with that brand?
How often does the absence of ‘must-have’ features lead you to abandon session prior to purchase?
Never
Never
5%
6%
Often
Often
46%
44%
Rarely
Rarely
32%
41%
Always
Always
18%
9%
Page 9Reimagining CommerceEpiserver
However, the availability of solutions means that brands
unable to improve their research and search tools will see
this lack of action hurt their sales numbers exponentially.
The absence of key functions and personalized, enjoyable
experiences can really leave shoppers fuming. Over a third
of shoppers (35 percent) feel today’s brands do not care
enough about personalizing their shopping experiences.
This perception causes shoppers to feel disappointed (32
percent), frustrated (16 percent) and distrustful (12 percent).
It’s not too late for brands to rectify their online shopping
experiences. But they should hurry, as every poor interaction
only makes the uphill battle of earning consumers’ trust and
loyalty that much steeper.
Businesses willing to balance traditional conversion-
focused strategies with experience-driven commerce will
find success as they invest in more diverse aspects of the
online shopping experience. This approach provides online
shopping experiences that reflect an understanding of
shoppers’ psyches as well as their wallets.
How can brands do this? Read on to learn about three solutions available to businesses as they transition their customers online.
Brands That Can Master Cross-Device Usage Win
The brands that can best satisfy shoppers’ diverse device
desires position themselves to earn sales when shoppers
are ready to purchase. Paying attention to usage trends will
help marketers create more effective online experiences by
device, but simply offering a range of device options is the
first step.
Why? Because shoppers are comfortable using different
devices during each stage of the online buyer’s journey.
Traditional channels remain the most popular, but brands
should be willing to meet shoppers on any device they prefer
– and that includes emerging devices.
When it comes to browsing online, shoppers are equally
comfortable using desktops, laptops and smartphones.
These devices operate similarly, but the increasing popularity
of smartphones indicates that brands must offer mobile-
responsive websites and should start exploring location-
based marketing strategies. The connected consumer is on
the rise, with 29 percent of people browsing for purchases on
their smartphones daily, and half doing so weekly.
Shoppers follow similar device usage trends during the online
research stage. When looking for a specific product online,
consumers trust desktops, laptops and smartphones most.
Interestingly, while voice-assisted devices have received
praise for their easy search functions, 61 percent of device
owners never use this technology during the research phase.
Finally, when hitting the checkout button, shoppers revert
to more traditional devices. For example, while a third (29
percent) of shoppers are comfortable browsing on their
smartphones daily, just 27 percent of those people go on
to make purchases on the device at the same frequency.
Purchasing also differs based on how often people shop
online. The most frequent shoppers, for instance, are
comfortable making purchases from a wider variety of
devices, specifically smartphones. Seventeen percent of
these shoppers make daily smartphone purchases.
01
Page 10Reimagining CommerceEpiserver
71%
39%
35%
71%
86%
90%
Device Owners
Desktop
Smartphone
Voice Assisted DevicesLaptop
Tablet
Smartwatch
23% 23%
26% 26%
29% 29%
14% 14%
14% 14%
18% 18%
16% 16%
14% 14%
14% 14%
23% 23%
20% 20%
16% 16%
Browsing Behavior by Device Purchasing Behavior by Device
Desktop Desktop
At least once per month At least once per month
Multiple times per week Multiple times per week
Multiple times per month Multiple times per month
Laptop Laptop
Smartphone Smartphone
Tablet Tablet
The lesson here is that, regardless of the devices consumers
currently prefer for online shopping, brands should prepare
for a future where people use more devices more frequently.
However, simply offering transactions across devices isn’t
enough. Brands must also ensure these experiences are
frictionless and that adding new devices never sacrifices
enjoyable and productive commerce.
When shopping across channels, people care most about
speed and convenience. This includes offerings like two-day
shipping, same-day shipping and same-day delivery. Shop-
pers also care about consistency from one device to the
next, particularly an inventory that is updated in real time
across all possible touch points.
Episerver Reimagining Commerce Page 11
Shoppers Welcome New Experiences, Both Online and In Store
Shoppers are open to more diverse interactions, and
businesses can explore nascent technology functions and
emerging online capabilities to impress them. However, these
new, tech-driven experiences should always complement
traditional online options and focus on improving
convenience and personalization for shoppers.
When shopping online, over half of people have tried/
would try chat windows for assistance, which is often a
chatbot-powered experience. Shoppers are also interested
in new ways of signing into their accounts. Most popular is
fingerprint recognition, followed by facial recognition and
voice recognition. These digital preferences demonstrate how
shoppers’ comfort levels change over time. While biometric
capabilities were the stuff of science fiction not long ago,
people’s expectations for online shopping experiences are
expanding in tandem with technology advancements.
Technology has found exciting applications in store as well.
When shopping in store, over half of people have tried/would
be interested in trying smart mirrors in dressing rooms,
in-store tablets to search for products and services on their
own, and having store associates use in-store tablets. Over
a third have tried/would be interested in trying emerging
technologies like drone delivery, 3D-printed products and
AR/VR.
Additions like these may feel foreign to some brands, but
consumers are ready for them. Eighty percent of shoppers
rate their satisfaction with past in-store and online
experiences as good or satisfactory, and 89 percent would be
interested in trying them again. This is great news for brands.
The discrepancy between positive experiences and shoppers’
willingness to try again shows that consumers are forgiving
of innovative companies.
Brands can learn how to implement more enjoyable and
valuable tech experiences by looking at the 11 percent of
shoppers who are unwilling to give these features second
chances. Of those shoppers who are unwilling to try again,
half (51 percent) say it’s because these technologies don’t
02
Fingerprint recognition options for signing into my account
Facial recognition options for signing into my account
12% 6%
Have tried Would be interested in trying Have not tried and no interest in trying
5% 26%
36% 32%
35% 33%
51% 62%
59% 41%
Voice recognition options for signing into my account
Chat window for assistance
Online Features
Page 12Reimagining CommerceEpiserver
improve their experiences. Another 51 percent say
it’s because they’re uncomfortable sharing more
personal information with brands.
These concerns are within a brand’s power
to address. Again, transparency into the
personalization process can ease shoppers’
distrust when sharing sensitive information.
Likewise, adding new tech functions to activities
like browsing and research can help shoppers
see new technologies as helpful partners along
the path to purchase, not unnecessary or
cumbersome additions.
______
Of those shoppers who are unwilling to try
again, half (51 percent) say it’s because
these technologies don’t improve their
experiences. Another 51 percent say it’s
because they’re uncomfortable sharing
more personal information with brands.
Of those features that you have tried (both in store and online), how would you rate your overall satisfaction?
Poor
1%
Good
25%
Fair
25%
Excellent
18%Have tried
Would be interested in trying
Have not tried and no interest in trying
In-store Features
Smart mirrors in dressing rooms (e.g., I can try on different sizes and colors from the mirror
10% 47% 43%
In-store tablets to search for products and sizes that I can use myself
12% 45% 43%
Store associates use in-store tablets to search for products and sizes
16% 45% 39%
Store associates use in-store tablet to find products recommended for me based on search and purchase history
8% 37% 55%
Drone delivery
5% 30% 65%
3D-printed products
5% 35% 60%
Virtual and/or augmented reality
6% 34% 60%
Page 13Reimagining CommerceEpiserver
Accurate and Complete Information Delights, as Does Personalized Content
Brands that get to the decision stage without
offering consumers loyalty-building experiences
risk losing shoppers who are simply purchasing
based on price. These people can be won over,
but it requires brands to galvanize shoppers
higher up in the marketing funnel.
First and foremost, shoppers want to know that
the information they receive online is accurate
and complete. When purchasing via a brand’s
website/mobile app, shoppers say that product
specifications are the most important type of
content. This is followed by customer reviews
and images of products in use.
Such findings reveal shoppers’ need for more
information to feel confident before completing
online purchases. This is not so surprising,
considering that all but the youngest generation
of consumers are used to sensory and highly
tactile in-store shopping experiences.
Brands that can serve as teachers as well as
merchants – whether through more detailed
product content, videos, customer testimonials
and more – add great value to their relationships
with shoppers. Not only does this exchange of
information compound shopper loyalty during
the elongated online research process, but it also
puts brands top-of-mind when people are ready
to purchase.
03Which types of content are important to you when purchasing via a brand’s website/mopile app? Select all that apply.
Sales information (e.g., phone number, store location, hours, etc.)
Customer reviews
34%
55%
Images of products not in use
Videos of products in use (e.g., models wearing or using products)
Social media posts from other customers
Celebrity/influencer endorsements
26%
16%
11%
5%
Images of products in use (e.g., models wearing or using products)
Product specifications
FAQs
Photos from other customers using the products
Style guides
Videos about the company culture or values
41%
63%
26%
15%
11%
5%
Page 14Reimagining CommerceEpiserver
Once content is complete and accurate, shoppers then
want it to be personalized. As noted earlier, not only can
personalization be a key differentiator between brands online,
but its absence can actually turn shoppers off.
Unfortunately, personalization remains an enigma for
many brands, even with a rise in related strategies and
technologies. Some brands are personalizing their outreach
online, but a bit too haphazardly. In the last year, 22 percent
of shoppers have been served an ad for a product they would
never purchase, and 16 percent have had retailers make
similarly misguided recommendations.
Other brands simply aren’t doing enough. Although 87
percent of people are fine with companies knowing
more about them in exchange for better online shopping
experiences, it’s largely up to brands to actually go about
learning more about shoppers. Three-fourths of shoppers
are not even comfortable sharing their phone numbers with
brands and less than half (46 percent) are willing to reveal
their ages.
Marketers can treat this lack of explicit demographic
information as an opportunity to instead turn to online
behavioral data. Not only do real-world behaviors speak
What personal information are you willing to volunteer in exchange for a better online shopping experience (e.g., better pricing, faster shipping, unique deals, etc.)? Select all that apply.
Age
Current location
Housing information (e.g., address)
Access to social media accounts (e.g., Twitter, Facebook, etc.)
Social security number
Gender
Favorite brands/retailers
City
46%
20%
29%
7%
3%
53%
22%
42%
Psychographic information (e.g., values, attitudes, lifestyle preferences, etc.)
11%
Clothing size
Level of education
Date of birth
Income
Phone number
Billing information
Name
48%
21%
32%
10%
59%
24%
25%
44%
I don’t want companies to know anything about me, even if it results in a better online shopping experience
13%
Page 15Reimagining CommerceEpiserver
louder than what a shopper may enter about herself into a
form, but with every business having a go at personalization,
shoppers now expect more than demographic-based
efforts. The technologies available to help brands earn and
aggregate this behavioral information are also sophisticated
enough to scale with any growing company.
Interestingly, personalization is an area where B2C marketers
can learn from their B2B counterparts. While B2C brands have
long had addressable customers visiting stores of their own
volition, B2B marketers have never had this luxury. Rather,
they’ve learned how to engage small customer bases with
valuable content over time to encourage purchases later on.
B2B marketers prove that winning on price alone is no longer
a sustainable option, and now stakeholders are turning
to sophisticated content marketing and digital strategies
that focus less on transactions and more on the end-user
experience.
This consumerization of commerce experiences is making its
way into B2C, and shoppers are ready for it – both online and
in store. When in store, for example, 45 percent of shoppers
have tried/would be interested in having store associates use
tablets to find product recommendations based on their past
search/purchase histories.
To keep countering shoppers’ hesitations around getting
involved in the personalization process, brands must help
them better understand the relationship between their
personal information and a personalized digital experience.
First, shoppers want greater transparency into how brands
store and secure their personal data. Second, shoppers want
to know that there’s something in it for them before sharing
personal information with brands.
These requests are realistic and a small price to pay for
the benefits effective personalization enables. When
brands personalize online shopping experiences, a quarter
of people are more likely to purchase from them again.
Similarly, 20 percent of shoppers are more loyal to brands
that personalize, and 20 percent trust these brands more. In
the race to earn more online sales, the worst thing brands
can do is forget that there are real people on the other side
of the screens.
What would encourage you to share more personal information with brands? Select all that apply.
More relevant product recommendations
Greater transparency into how information is used to benefit me
8%
8%
Greater transparency into who has access to this information
13%
Greater savings or better offers
26%
Greater transparency into how information is stored and secured
16%
Nothing
29%
Page 16Reimagining CommerceEpiserver
Embracing Commerce’s New Definition
The rise of online channels has changed shopping in
important and irreversible ways. People can now make
purchases virtually anytime, and geography is no longer the
determining factor behind the products shoppers can find
and buy.
Online shopping’s freedoms have shifted focus away from
where people are transacting and toward the shopping
experience itself. Buying a product may still be the finish line
for many people online, but it’s no longer the only goal.
Fortunately, it’s not too late for brands to start delivering the
kinds of personalized, multi-device commerce experiences
consumers crave. If brands can inform and educate
consumers, they can inspire them to action. If they can
provide valuable, enjoyable services, they can create loyalty.
If they can go further and provide prescribed, meaningful
experiences, they can position those very interactions as the
key differentiator in selling online.
But none of this is possible if brands cannot first embrace a
modern understanding of online shopping.
Page 17Reimagining CommerceEpiserver
MethodologyThe Episerver “Reimagining Commerce: Global Findings” report is
based on a survey of 4,028 global consumers ages 18 and older who
have shopped online with the last year. The survey was conducted
online between Nov. 9-16, 2017, and has a 2 percent margin of error
at a 95 percent confidence level. Survey respondents come from the
following countries.
What country do you live in?
United States
The Nordics (Sweden, Finland, Denmark, Norway)
United Kingdom
Germany25%
25%
25%
25%
Page 17Reimagining CommerceEpiserver
Page 18Reimagining CommerceEpiserver
Appendix:
The United States: Land of the Connected ConsumerU.S. citizens are a driving force behind calls for greater access to online shopping. Yet, while
U.S. consumers echo many global ecommerce behaviors – particularly the desire to do more
online than make purchases – widespread accessibility to online shopping and established
fulfillment networks in America have quickly raised the bar for what people desire.
To exceed these ecommerce expectations, brands should consider diverse device usage,
easier search functions and new technology-driven conveniences.
The Rise of SmartphonesWith a record number of smartphone owners in America (77
percent), it’s no surprise that U.S. shoppers are comfortable
completing online activities via a diverse range of devices.
Twenty percent of U.S. smartphone owners make purchases from
their devices daily, and over half (57 percent) purchase multiple
times per month. U.S. shoppers are also familiar with browsing
and researching on their smartphones. The same goes for newer
technologies like voice-activated devices and smartwatches. Over
half of voice-activated device owners (52 percent) and smartwatch
owners (54 percent) make monthly purchases from these devices.
Personalization ExpectationsWhile just about the same number of U.S. and global shoppers want
personalization in their digital experiences, just a quarter of U.S.
shoppers (24 percent) believe brands do not care enough about
personalization online.
The existence of personalization in many walks of American life
has, in a sense, spoiled U.S. shoppers to the strategy. This is good
for brands, because U.S. shoppers are more comfortable with
personalization techniques and increasingly welcome unique
experiences that go beyond name or age. However, this has also left
U.S. shoppers with heightened expectations.
The risk is worth the pay-off though, as U.S. shoppers are willing
to reward brands for their commitment to personalization online.
For example, a third (32 percent) of U.S. shoppers are more likely
to be repeat purchasers with brands that personalize their digital
experiences. Again though, brands should be mindful of blending
this demographic information with behavioral data sourced online to
generate a holistic profile of online shoppers.
New ExperiencesThirty-two percent of Americans shop online weekly, with two-
thirds (66 percent) shopping online at least monthly. This had led 71
percent of U.S. shoppers to say they plan to make more purchases
this year than in 2017, slightly above the global average.
Logging on more frequently has given U.S. consumers opportunities
to try new technologies throughout their shopping experiences.
Again, this has created expectations. U.S. shoppers care more
about features like two-day shipping and conveniences such as
order online and pickup in store. Similarly, U.S. shoppers have tried/
are interested in trying new features at a faster clip than global
consumers. This includes in-store capabilities like smart mirrors,
drone delivery and AR/VR, and online functions like chat assistance
and biometric logins.
Overall, U.S. shoppers have embraced online shopping and have few qualms about researching and making purchases. However, the popularity of ecommerce in America – and easy access to it – means that brands have to push the limits to continue delighting consumers online.
AppendixReimagining CommerceEpiserver
AppendixReimagining CommerceEpiserver
The United Kingdom: Land of the Enthusiastic ShopperU.K. residents are the most frequent online shoppers, according to the survey. However, their
shopping behaviors and device preferences to date have been more traditional than people
globally.
Rather than shying away from such conclusions, brands looking to better engage U.K
shoppers should treat every day as an opportunity to populate future ecommerce interactions
with new and exciting experiences. To avoid rocking the boat when adding in these new tech-
driven features, however, brands should also be mindful of dedicating resources to improving
areas where U.K. consumers place the greatest value when shopping online. This includes the
accuracy and completeness of the information they see online.
Shop ‘Til You DropThe survey found that 80 percent of U.K residents now shop online
at least monthly. However, the majority of these conversions are
happening across traditional devices like desktops and laptops.
Just 8 percent of U.K smartphone owners are making purchases
from these devices daily. Similarly, three-quarters (74 percent) of
U.K. shoppers do not own smartwatches yet, and 69 percent do not
own voice-activated devices.
That said, brands must begin engineering valuable experiences on
new devices in anticipation of greater adoption. With U.K. residents
already shopping online at such a high frequency, the logical next
step is for them to diversify their device preferences. This is a great
chance for brands to get ahead of U.K. online shopping behaviors
and serve as the bridge to new and more valuable experiences.
Such forward thinking is good for brands, too. As new devices
become easier to use and more sophisticated in their own rights,
they will offer employees greater conveniences and customer
insights. For example, after instituting a mobile app, perhaps
marketers can begin to better understand and improve the
relationship between their advertising efforts and real-time triggers
such as location or weather.
Ample InformationWhen it comes to making online purchases, U.K. residents engage
in thorough research. In fact, 75 percent of U.K. shoppers say that
incorrect or incomplete content dissuades them from completing
purchases often/always. U.K. residents demonstrate a particular
interest in product specs, customer reviews and images.
Perhaps these high standards have helped U.K. residents realize
that online shopping is a two-way street. U.K. residents may be
staunch believers in research and details, but they’re also willing
to forfeit more information than other global consumers in
exchange for better online experiences. U.K. respondents are
slightly more comfortable sharing basic demographic information
like email, gender and name, as well as data that enables brands
to execute much more personalized campaigns. This includes
their current locations and psychographic details (values, lifestyle
preferences, etc.).
Ultimately, a bit of hand holding during the research stage goes
a long way with U.K shoppers in terms of earning their trust and
loyalty. Consumers will see brands that prioritize education – both
helping shoppers learn more about products/service and brands
taking the time to learn more about shoppers – as valuable
resources that care about the effectiveness and enjoyability of their
ecommerce experiences.
Improved ExperiencesForty-three percent of U.K. residents feel brands do not do enough
to personalize their online shopping experiences, almost 10 percent
higher than the global average. This sentiment has not led U.K.
consumers to feel more frustrated or disappointed in brands than
others, but this could quickly change if companies cannot add
personalization into their online interactions.
AppendixReimagining CommerceEpiserver
Again, rather than seeing this as a red flag, brands can preempt
shopper disappointment as they adopt experience-driven
commerce strategies. U.K. shoppers are good candidates for new
technology functions. To date, just 33 percent of U.K. shoppers have
tried chat windows for assistance while shopping online, and only
12 percent have tried fingerprint recognition capabilities. The same
goes when shopping in store. Just 2 percent of U.K. shoppers have
tried 3D printing, 3 percent have tried AR/VR and 5 percent have
tried smart mirrors.
Brands cannot take U.K. respondents’ above-average online shopping habits for granted. Rather, they should treat today’s positive relationships as opportunities to pave the way for more diverse and valuable experiences tomorrow. This includes investing in the research stage of online shopping, preparing for omni-device usage and incorporating new technology capabilities and experiences that will delight U.K. shoppers when they’re ready.
Reimagining CommerceEpiserver Appendix
Germany: Land of the Frictionless Experience SeekerGerman consumers are shopping online less often than others, and when they do, their
concerns typically center on simple, easy user experiences. German shoppers are reticent to
embrace emerging technologies and omnichannel experiences and would rather brands first
focus on removing friction from their digital interactions.
However, this perspective is not due to substandard interest. Rather, German shoppers lack
exposure to many of the same digital experiences that other global consumers would consider
commonplace. Brands can shine a light on what’s now possible online and strategically add in
new experiences to encourage more German shoppers to make future online purchases.
Logging Off?Fifty-eight percent of German consumers are shopping online
at least monthly, but just 13 percent are shopping online weekly.
In a move that defies global trends, over half (57 percent) of German
shoppers expect to make more purchases this year than they did
in 2017.
Personalization MilestonesGerman consumers have historically been tough sells on
personalization. While 29 percent of global shoppers say nothing
would change the amount of personal information they share with
brands, 42 percent of German shoppers say the same.
At first glance, these findings may alarm marketers hoping to
engage German consumers with unique experiences. However,
considering that an equal number of global and German
shoppers feel that brands don’t do enough to personalize their
experiences online, companies should feel optimistic about the
role personalization can play moving forward. The strategy’s
absence hasn’t upset German shoppers historically, and this lack of
exposure to personalization techniques leaves marketers with many
opportunities to delight these people moving forward.
While the majority of German shoppers won’t feel more loyal
to a brand that personalizes their experience (61 percent say
personalization does not increase their trust, loyalty or likelihood
to be a repeat shopper or interest in sharing that brand with
others), that still leaves about 40 percent for brands to personalize
experiences for first. If executed well, brands may convert other
skeptics down the road.
Brands can try personalization in store, too. One in three (31 percent)
German shoppers want store associates using in-store tablets to
find product recs based on their search and purchase histories
(compared to 45 percent of global shoppers). Again, marketers
should try to win over interested shoppers first. Then, they can
work against other shoppers’ preconceived notions by introducing
valuable and enjoyable personalization touch points that go beyond
demographic information.
Simplicity Is KeyGerman shoppers express above-average interest in the technical
elements of online shopping. They rank an easy-to-use website as
their top must-have for ecommerce websites, while global shoppers
rank it second. Similarly, German shoppers say that the absence
of free shipping (59 percent), returns information (54 percent) and
shipping tracking (53 percent) can be deal breakers.
Combined, these findings indicate that German shoppers want their
ecommerce experiences to be as streamlined as possible. This
is affirmed by the fact that 59 percent of German consumers go
directly to the product/service they came for when first visiting
a brand’s website/mobile app, compared to just 50 percent of
global shoppers.
Even German consumers’ interests in omnichannel shopping
Reimagining CommerceEpiserver Appendix
features and tech-driven experiences showcase how their priorities
lie in frictionless online shopping interactions. Thirty-seven percent
of German shoppers are not looking for any new features when
completing purchases across channels, compared to just a quarter
of global shoppers. Similarly, the majority of German shoppers are
less interested in trying new technologies throughout their in-store
experiences than global shoppers, and even less so online.
This has led German shoppers to rate their past experiences with
new features much more harshly than global shoppers – 34 percent
of German shoppers give excellent/good ratings compared to 73
percent of global shoppers. Most shockingly, German shoppers
are almost twice as likely not to give these features another try (20
percent to 11 percent globally).
German shoppers have made it clear that they care most about a frictionless and easy online shopping experience. But brands can help them see that they should also be interested in the personalization and overall experience of shopping online.
In doing so, brands must remember that German consumers’ skepticism is attributable to a lack of exposure to frictionless online shopping experiences, not a lack of interest. That’s where brands can provide the most value for these shoppers: demonstrating that frictionless and personalized user experiences aren’t competing goals, but rather parts of the same whole when ecommerce experiences are properly engineered.
Reimagining CommerceEpiserver Appendix
Nordic Countries: Land of the Rising PurchaserMany Nordic consumers are not yet aware of ecommerce’s full potential. While readiness
differs slightly across Nordic countries, brands should take note – now is the time to invest in
this region’s online shopping experiences.
As we see more and more Nordic consumers turn to online shopping, brands in this region
must roll out innovative experiences and technology functions in the near future to keep
earning Nordic sales. However, while the pace of ecommerce may be fast in some regards,
Nordic geography will make other areas of online shopping difficult (for example, fulfillment).
To strike balance in the Nordic region, brands must both address current geographic
limitations and prepare for tomorrow’s experience demands.
More Online Shopping to ComeJust half (49 percent) of Nordic people are shopping online monthly
or more frequently, compared to 64 percent of global shoppers.
Similarly, just 13 percent of Nordic consumers say that purchase is
their primary intent when visiting a brand’s website for the first time,
and only 42 percent first visit the product they went online to find.
However, online shopping in this region is on the rise. Sixty-nine
percent of Nordic shoppers plan to make more online purchases
next year than this year, while just 63 percent of global shoppers say
the same.
The Rise of SmartphonesIncreased online shopping habits go hand-in-hand with the rise
of smartphones in Nordic countries. When it comes to daily online
shopping needs, Nordic consumers are taking to smartphone
devices. Thirty-one percent of Nordic smartphone owners browse
on smartphones daily, 17 percent conduct research and 8 percent
complete purchases. However, while smartphones are the most
popular device for daily online shopping, Nordic consumers revert
back to more comfortable devices like laptops and desktops for
ecommerce needs that take longer.
This rise in routine smartphone usage poses new challenges for
brands, but also many more opportunities. While brands must
navigate the responsibilities of mobile-friendly websites and ensure
that information/communications are consistent across another
device, smartphones open companies up to all types of new
engagements and marketing strategies.
Growing Delivery ExpectationsHalf of Nordic shoppers say shipping tracking (45 percent) and
information about returns (47 percent) are must-haves for today’s
ecommerce websites. Speed and convenience as it pertains to
websites and shipping are also requirements, with 33 percent of
Nordic shoppers identifying fast shipping as a must-have and 26
percent looking for two-day shipping when making purchases
across multiple devices.
Yet, 61 percent of Nordic people have abandoned a purchase
because shipping was too expensive. Nordic shoppers have
heightened expectations for their fulfilment experiences, but aren’t
willing to make above-average payments for them.
Moving forward, Nordic brands must balance elevating their
fulfillment capabilities to match global standards with keeping costs
down. The financial burden of streamlined delivery cannot fall on
Reimagining CommerceEpiserver Appendix
shoppers. Companies must instead invest in management systems
and fulfillment technologies that drive operational efficiencies and
first reduce shipping costs internally. This is especially important
considering the rise of daily smartphone activity in this region, as
brands must be able to guarantee the delivery of smaller, but more
frequent orders.
Nordic countries have experienced success with other transactional online needs outside of commerce. Shoppers in this region may not have a strong interest in new technology experiences just yet, but brands can improve the fulfillment component of their overall online shopping experience to make ground with these consumers now. When they time is right, they can then dedicate additional resources to other areas of the online shopping experience, such as search.