Shoppers Don’t Waste Their Purchases On Irritating Online Retail Stores
2020 has brought about an escalation in sales of online retail stores.
Regardless, the factor still stands that more than 50% of people will abandon their carts when attempting to shop online.
According to Louw Van Riet, the MD of e-commerce development in SA, many sites are still getting things wrong, even though e-commerce has grown over the last 10 years.
The key is not to frustrate your customer.
According to Euromonitor International, the top e-commerce platforms in South Africa include Pick ‘n Pay, Takealot, Apple, Mr Price Group and HomeChoice.
The most popular items purchased online in South Africa include clothing, digital education and events tickets. Food is also a very popular item purchased in South Africa, this can even be seen in the popularity of UberEats and Mr Delivery.
According to a report done on the e-commerce industry, even though the most popular times for South Africans to preform online shopping is in the between 6pm to 9pm, consumers shop all hours of the day and majority of the time consumers will leave with more than they bargained on spending.
This factor is further due to technology’s exclusive ability to recommend products based on buyer interest and history.
E-commerce sites that focus on creating the best user experience are the ones who succeed. A big incentive for online shopping is the free delivery. Often delivery fees can deter people from a purchase decision, however, if you offer free delivery this is often seen as a big incentive to purchase online.
User experience is about data
E-commerce sites with good user experience thrive compared to other sites. Shopify offer better design, artificial intelligence, better indexing and most importantly, a clean data set. The data is complete, accurate, consistent and uniform.
According to Riet, user experience is about data. Riet strongly advises e-commerce businesses to provide consumers with enough videos, images and information to help them feel secure and comfortable with a purchase decision.
Bigger e-commerce stores will battle with the increase in online competition and search engines on more established sites need to be aware of not becoming poor as their product indexing becomes outdated or incorrect. It is easy for a consumer to abandon their cart and searching for a platform that is easier to navigate.
Search engine on established sites can be poor as they have not indexed products correctly, which leads to consumers abandoning the site as they search for one which is easier to navigate.
South Africa currently has an estimate of 18.43 million e-commerce users. This number is expected to rise by 6.36 million users by 2021 (Eshopworld, 2017).
It is evident that if you’re a retail business, developing an e-commerce landscape is something that cannot be looked past.
According to the Visa senior director for digital solutions in sub-Sahara Africa, Geraldine Mitchley (Fin24, 2017), there is a significant growth opportunity in the digital commerce sector in South Africa.