According to the report "Ecommerce in mass consumption", the mass consumption market has reached a degree of maturity that allows it to face an online disruption.
So-called emerging technologies are completely changing different industries and economic sectors. Ecommerce in mass consumption is no stranger to the transformations that technological advances are causing. A recent report highlights the growth potential for online distributors and manufacturers in the sector and points out what are the eight major trends in this area, including one-click shopping, buying from a smart device or geomarketing.
Although the online market share of mass consumption is still very small when compared to other sectors, the truth is that online sales in Europe are experiencing significant increases, with a growth of 29% in Spain and 42% in Italy. In this sense, sales of food and personal care products are performing quite well in e-commerce and, according to estimates, this could exceed 54% in the next five years.
According to the report “Ecommerce in mass consumption”, the mass consumption market has reached a degree of maturity that allows it to face online disruption, as new alliances and new opportunities are generated in the field of distribution or delivery. New online operators are increasingly appearing that are improving the shopping experience or introducing personalisation possibilities for consumers.
The 8 trends in the ecommerce sector
The document also includes a series of trends on ecommerce related to the introduction of new technologies and digital tools:
- Big data management through which an exact x-ray of purchasing processes and consumption habits can be obtained;
- The so-called geo-marketing, which can help boost online shopping through promotions and campaigns;
- Shorter checkout processes. The concept of one-click shopping is essential to avoid shopping cart abandonment;
- Buy by Smartphone. More and more consumers prefer to make purchases through mobile apps. This reality makes distributors choose to place their products earlier in these applications than on the web;
- Rewards or promotions for a specific target, which allow retailers to drive loyalty and gain share of consumer spending;
- Use of voice assistants through smart devices in the home, offering convenience to shoppers;
- Versatility, speed and comfort. It is an essential objective to advance in the concept of “click and collect” and home delivery in less time;
- Direct delivery to the consumer, eliminating intermediaries and directing all efforts to speed up and make the delivery process more effective.
