The 2022 South African Digital Customer Experience Report says online shopping gives offline a massive shot in the arm by influencing about R294bn in traditional retail spending.
The digital customer experience plays a greater role than ever in bottom lines. But for many businesses it is a weakness, says the latest South African Digital Customer Experience Report.
The report looks at how online’s contribution to e-commerce should not be viewed simply as sales through a website checkout, and at the influence of the digital experience on purchasing behaviour.The pandemic had a game-changing influence on consumer behaviour and expectations of retailers. This plays into how the delivery experience can affect buying decisions, but also “lock in” a customer.
Online product research, reviews and discovery influence about R293.8-billion in retail sales of groceries, fashion, medicine, toiletries, furniture and hardware.Online selling — no longer simply a case of selling via a website or app — now refers to every interaction a brand has with customers, through a multitude of digital touchpoints such as social selling, marketplaces, search engines, reviews and more.
“We found that concerns around data security, privacy and trustworthiness are a big reason for cart abandonment. The biggest reasons for cart abandonment are a lack of trust and high shipping costs.
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