GBG, the global expert in digital identity, helping businesses prevent fraud and meet complex compliance requirements, released statistics revealing three in five Australians shop online more due to COVID-19 despite 50% of consumers still preferring shopping in-store.
Thanks to this tremendous shift, customers are notably seeking seamless signup and checkout experiences that optimize efficiency, convenience and accuracy.
The GBG Australian Shopping Experience survey revealed that many Australians are mainly influenced by their environment when choosing how to shop, as COVID-19 pandemic-related factors propelled many consumers to increase their online shopping.
Respondents claimed to shop online more when COVID-19 cases soar or when they have health concerns irrespective of whether lockdown restrictions are in place (24%) or not (27%).
Shopping trend projections once the economy re-opens
It is likely that online shopping trends will continue as 9% of respondents say they will shop online more for as long as there are active COVID-19 cases, regardless of the numbers.
Carol Chris, Regional General Manager Australia at GBG had the following insights.
“The pandemic has propelled more Australians to opt for the online channel when they shop for groceries (34%), apparel (31%) as well as health and personal care (28%) products.”
“Retailers in this category especially would be competing to get ahead in obtaining online mindshare and shopping cart conversions in order to maintain or grow their businesses.”
Retailers and brands have an opportunity to approach customer experience in new ways to resonate with their audience and adjust the business model to meet the changes in shopping.
Effect of data entry on online shopping trends
The survey also revealed a growing preference for auto-complete address functionality at the checkout stage as most online shoppers believe that the option makes checkout faster (38%) and more accurate and there is less chance of typos (30%).
Additionally, consumers also hold views that merchants with auto-complete functions at checkout are more tech-savvy (25%), more reliable (25%), better at prioritizing the customer experience (22%), and better at building customer trust (17%).
Interestingly, Australian shoppers reportedly struggle with parts of the online shopping checkout process that require manual filling of many parts (34%).
The survey also reported a few customer frustrations while entering card payment details at the check-out stage (33%), site malfunction losing all the details initially entered (31%), plus the time it takes to load (25%) and authentication steps (22%).
“In the offline world, consumers today enjoy the convenience of contactless payment, where checking out a shopping basket takes just a few seconds to complete.”
“In the online world, consumers are burdened with repetitive data entry as they sign up to buy from a new website and when they complete their purchase.”
“It comes down to the basics that retailers who are able to provide an automated process, such as address auto-completion, to help consumers minimize the tediousness of repetitive manual entry, gain preference with consumers thanks to the user-friendly interface.”
“It is interesting to note that while it is basic functionality, consumers do remember using it.”
“63% of the survey respondents reported that they had experienced using an address auto-complete function during cart checkout in the previous year.”
More key findings from the survey include
50% of the survey respondents hold themselves responsible for getting parcels sent to the right address, while 30% of them believe that merchants are responsible as they need to have the right technology to ensure delivery addresses are accurate.
20% of the survey respondents believe the duty is with the courier/shipping company.
50% of the survey respondents shop in-store, while 24% do their shopping online with home delivery and 19% use click and collect options as their main way of shopping.