The Evolution of Consumers’ Online Shopping Expectations
In Fall 2003, EMG launched its eCommerce business with a handful of customers and an uncertain, though promising, future. Back then, the hope of what eCommerce could be was exciting, but how it would change the retail landscape – and our daily lives – and how EMG and our customers would have to adapt to the changes in the eCommerce landscape – and consumers’ expectations – couldn’t have been predicted.
If you were an upstart eCommerce-only account, or a major retailer – with stores locally, regionally, or nationally – you might have had a website. You might have listed a few products on line – not a large assortment – but consumers could now find many items they couldn’t find in a store. That met consumers’ expectations. And EMG was there to help the retailer build their eCommerce business.
Fast forward several years and those websites now had a much larger assortment of products up and selling via EMG. And shoppers began to comparison shop. And competitive pricing became a focus… “How much is it?” That met consumers’ expectations. And EMG was there to help the retailer build their eCommerce business.
Another few years down the road and there are lots of products on every site… and prices are now very competitive… But what about the shipping cost? (Would you want to pay shipping?) And suddenly free or low cost shipping became the norm. That met consumers’ expectations. And EMG was there to help the retailer build their eCommerce business.
A few more years pass on the calendar – and there are millions of products online at great prices – and usually free shipping – and now “how quickly can I get it” becomes more important. With the advent of Amazon Prime – and store pickup – waiting a week to get your ordered products is now a thing of the past. It now might be 3 or 4 days – or less – to get your package from the retailer. That met consumers’ expectations. And EMG was there to help the retailer build their eCommerce business.
It’s now 2016… And there are probably billions of items online… at often-crazy prices, with free shipping, and delivery within a few days. And now consumers want their package NOW… within a day or two for sure, if not same day (via services like Amazon’s new Prime Now program…). That is meeting consumers’ expectations… for now… And EMG was there to help the retailer build their eCommerce business.
Now look a few years ahead of today… What’s next? Hard to say… But whatever the expectation, EMG will be there to help support and grow our retailers’ eCommerce business, as we have for the past decade plus.
Latest posts by David Wirthwein (see all)
- The Evolution of Consumers’ Online Shopping Expectations - August 31, 2016