E-Commerce Numbers Are Higher Than Ever. Here’s How Retailers Can Keep Up

The popularity of e-commerce continues to grow rapidly. Amid a constantly evolving technological environment, it’s increasingly important for retailers to separate the signal from the noise, and identify what makes up the core of online shopping’s staying power.

So what are consumers really looking for in their e-commerce experience, and how can retailers best meet those needs? Adtaxi’s latest study sheds new light on consumers’ online shopping habits, with data that points to their growing savviness — extending well past one-stop and impulse shopping.

Rising Tide Lifts All Shoppers

The new data underscores the time and effort that consumers are putting into their e-commerce experience. Compared to last year’s results, online shopping numbers are up: 7 percent of respondents say they shop online every day, up from 2 percent last year, and 25 percent say they shop online a few times per week, up from 13 percent in 2018.

What’s drawing consumers online? Adtaxi asked Americans if they read reviews when online shopping, and the response was definitive. Fifty-five percent say they always read reviews before making a purchase, while 42 percent say they sometimes read reviews. Only 3 percent of Americans report never reading online reviews.

Furthermore, 81 percent say that when they find a product they want on Amazon.com, they research other sellers or similar products. And this trend isn’t exclusive to Amazon shopping. When it comes to seeking out the best deal, 44 percent say they always compare prices across multiple sites, while 48 percent sometimes compare prices, and only 8 percent never compare prices.

This data suggests that online research tools are a significant draw, and consumers are willing to dedicate the time necessary to finding the perfect product at the right price. Sure enough, 66 percent of Americans report spending more time online shopping than in-store shopping. This data reaffirms the importance of this research phase in the overall customer experience.

Why Bigger Can Mean Better

The study also digs deeper into Americans’ Amazon shopping habits, revealing how one of the world’s most influential online retailers intersects with the growing trend toward consumer research. In a striking majority, 81 percent of respondents say they consider Amazon their go-to retailer. Furthermore, 78 percent report having used Amazon Prime, and 70 percent have used Amazon's mobile app. In a nod to the power of Prime, 60 percent also say their buying process is affected if an item is not listed as Prime.

Why this overwhelming preference for Amazon? As online shopping habits evolve, with an eye for optimizing price, quality and convenience, Amazon has emerged as the platform best positioned to meet that demand. Boasting competitive prices, a huge catalog of customer reviews, and quick side-by-side product comparisons, Amazon is able to function as a go-to research tool, whether consumers are looking to purchase online or in-store.

As e-commerce becomes more thoroughly embedded in the customer experience, this data should serve as a critical consideration for retailers still on the fence about digital advertising and the influence of Amazon. With a strong and established foothold in consumers’ pre-existing shopping habits, and an ability to meet their core priorities while shopping online, it’s no surprise that Amazon dominates the e-commerce landscape. For retailers, jumping on board with digital ad buys and an Amazon store can be the key to getting noticed and rising above the competition.

Read Adtaxi’s Online Shopping and Retailer Trends report here.

Cameron Walker is director of Amazon at Adtaxi, one of the country’s fastest-growing digital marketing agencies.