Tiempo de lectura: 3 minutos
Hello everyone! Those who know us already understand that data and trends are very important to us. Today, we bring you the most relevant insights on Ecommerce and Physical Stores for 2021-2022. Below, we’ll share our conclusions on whether ecommerce or physical stores are more advantageous.
In this digital world full of opportunities, we need to understand which improvements are the most productive. In other words, our time is limited. Let’s invest it in what can bring us the greatest benefits.
Today, we present data from the IAB Spain Annual Ecommerce Study 2021 along with our conclusions.
Data:
- Of the total Spanish internet users aged 16 to 70, 76% already use the internet as a purchasing channel. As we increasingly value our time, the online channel saves the most. Although trying before buying is still appreciated, this gap is narrowing due to the ease and continuous improvements in returns.
- Online purchases are increasing: 3.8 times/month in 2021, 3.5 times/month in 2020, and 3 times/month in 2019.
- Average spending per purchase is also rising: 89€ in 2021 vs 68€ in 2020 vs 64€ in 2019.
- Computers remain the main device for online shopping (79%), but they are losing ground to mobile/smartphones, which continue to grow (59% in 2021 vs 55% in 2020).
- The internet continues to be the primary channel for information (96%), with 81% completing their purchase online (+7 points vs 2020 and +13 points vs 2019).
- Among those who search and buy online, 71% use marketplaces as an information source, and 9 out of 10 of them purchase on these platforms (mobile sales surpass desktop here).
- According to surveys, online shoppers are influenced by brand websites (69%), friends/family/acquaintances (89%), blogs/forums (91%), and social media (also 89%).
- Experience with virtual assistants is significantly growing compared to 2020. In 2020, 4 out of 10 respondents had contact with virtual assistants, and purchases facilitated by their help are increasing, especially among younger users.
- Online shoppers increasingly value immediacy and want short delivery times (average 3 days). Acceptable wait time has decreased from 3.4 days in 2020.
- SEO and online advertising are the largest traffic sources, making online advertising increasingly effective.
- Facebook and Instagram remain the top social platforms for retail sales via online advertising.
- Trust continues to play a key role in online purchase decisions. Secure payment methods are expected and taken for granted.
Our Conclusions:
- Whatever you sell, you must offer it online or risk losing market share year after year.
- Mobile first, please.
- If you lack visibility, consider selling on major marketplaces while maintaining your website until you achieve enough brand recognition to step back.
- Word of mouth still works. Encourage it through loyalty or referral programs—offer discounts to top buyers or those who refer others. Acquiring a new customer is seven times more expensive than retaining an existing one.
- Consumers tend to shop at a few stores, even if they know many, due to limited cognitive processing capacity—another reason to focus on loyalty.
- Consider voice search optimization. Our SEO specialists can help improve your ranking for these emerging results, which are increasingly important for convenience.
- Pay attention to logistics, as it can cause frustration around your brand. Offer different options, even at a higher cost. 38% of users would pay more for faster delivery.
- Every brand, product, or service should advertise online consistently to remain top-of-mind.
- If your company doesn’t yet have a TikTok channel, now is the time to start.
- Retailers should find creative ways to bring consumers back to their physical stores while continuing to drive online traffic.
- Broaden your perspective. Offline media generates digital traffic, and online media generates physical traffic. If you have a physical store, use localized online advertising. External studies show that at least 50% of revenue from searches and social media is generated in physical stores.
- Finally, the number of users keeps growing. Creativity in how we communicate and advertise will be one of the most important aspects this school year.
Sources: Think with Google and IAB Ecommerce 2021
And you, which do you prefer? Ecommerce or a physical store?
