It would be tough to overestimate the impact 2020 had on ecommerce. As in-store shopping became nothing short of dangerous, consumers began...
It would be tough to overestimate the impact 2020 had on ecommerce. As in-store shopping became nothing short of dangerous, consumers began experimenting with and adopting a host of ecomm options – from “traditional” delivery to click-and-collect and other modes. Necessity became the mother of adaptation, forcing people out of their shells, and empowering them as savvy online shoppers.
Consider this – online sales accounted for all US-based sales increases last year – a jaw-dropping development. Digital Commerce 360 estimates that, in 2020 alone, US online shopping increased about $174 billion, to over $861 billion. And globally, ecommerce sales are up to $26.7 trillion, according to UN Economist. , with over 1 in 4 transactions occurring online.
For brands – including those in the electronics space – this acceleration to online buying had huge implications. The chances that someone would go to a store to view a product, and maybe even buy it there, dropped precipitously. Ecommerce SKU listings became the only window shoppers had onto the items they planned to buy, making this information even more crucial.
Many electronics brands devote substantial resources to developing online product content – but there are plenty of opportunities for doing better. And, as they have become more sophisticated about online shopping, consumers have come to expect more from product content. To succeed with today’s B2B and B2C shoppers, content needs to be robust, easy to find, answer shoppers’ questions, and leverage a responsive format to enable shopping on any device – from desktops and laptops to tablets to smartphones.
At the same time, leading marketplaces have increased required content to enable a better shopping experience and to win over buyers in their hypercompetitive marketplaces. Sites such as Amazon, NewEgg, Overstock, Rakuten, and Walmart insist on good search and attribution to gain customers.