A survey was conducted to examine how the pandemic affected the way consumers utilize e-commerce and other digital solutions. Entitled “COVID-19 and E-commerce”, the survey covered about 3,700 consumers from nine emerging and developed economies. It was found out that more than 50% of respondents now frequently shop online and would access the Internet more for the latest in news, health information, and digital entertainment.
The survey revealed that those in emerging economies reflected the highest shift to online shopping. Online purchases have grown from 6% to 10%, of which the top consumer choices are ICT/electronics, gardening, do-it-yourself, pharmaceuticals, education, furniture/household products, and cosmetics and personal care categories.
In the light of these phenomenal social changes, online entrepreneurs have a rightful duty to respond urgently to make online shopping an experience. The Baymard Institute has warned that in the past quarter, 26% of online shoppers in the US have abandoned an order only because the checkout processes have been too long or complicated.
It is important, therefore, to understand the causes of abandonment so that designers and developers should take into serious account the need to improve custom themes and thereby boost client conversion. Crucial at best to consider is the consumer experience on a store’s cart and checkout pages that will determine the completion of a sale or not. Buyers must be given the feel of a user-friendly experience in crossing these pages where they can be more familiar with minus the complexities. A lower cart abandonment probability can then be achieved.