3 markers that show that digital is the primary constructing block of latest journey for customers

E-commerce is experiencing an unprecedented leap from Covid-19, and this digitalization of shopping trips continues to grow despite the reopening of stores. The popularity of new shopping routes, the strong impact on different sectors of activity and the potential of innovative means of payment are three markers of this digitalisation.

E-commerce is experiencing an unprecedented leap from Covid-19, and this digitalization of shopping trips continues to grow despite the reopening of stores. Supporting figures *, Ludovic Houri, CEO of Dalenys, highlights three markers of this digitalisation: the plebiscite of new ways of buying, the strong impact on different sectors of activity and the potential of innovative means of payment.

1 – Digital shopping trips are now the norm

The vast majority of French people are now completely satisfied with e-commerce, as 3 out of 4 consumers regularly surf the e-commerce site, whether they research or buy.

38% have a fully digitized trip (online research and shopping).

36% do their research online and prefer to go to the store to buy

Only 18% of consumers still have 100% physical travel

The whole challenge for retail and e-commerce is therefore to offer a shopping experience in line with the expectations of its customers, especially in terms of flexible routes.

2 – Digitization of services continues to grow in all sectors of activity

The French believe that all sectors have made significant progress in the process of dematerializing services. Consumers were surveyed in November 2020 **, then in August 2021 *: the evolution is clear, and some sectors now have full consumer confidence in their digital purchases.

The sector of “home appliances, hi-fi, IT” is considered the most advanced in terms of digitalization (83%)

Respondents ranked tourism as the 2nd most advanced sector in terms of dematerialization of services (81%).

The decoration sectors (71%) and the hospitality sector (70%) are perceived as somewhat less advanced. However, they are among the sectors experiencing the biggest changes: they received +16 and +24 points, respectively, in the perception of the French compared to 2020 **.

3 – The emergence of innovative means of payment accelerates the digitalization of trade

The growth of e-commerce has been supported by the diversification of online payment methods, some of which consumers are rapidly adopting.

Among the innovative means of payment that need to be closely monitored:

Buy now, pay later, a strong trend at the moment, combining split payment (in several installments) and deferred payment (after order). It is already used by 26% and 17% of consumers, respectively, their development potential is very strong, because they are interested in 25% and 29% of French people who do not use it yet.

One-click (one-click payment in a secure way when bank details are already registered): 18% are already using it, and 22% intend to use it soon.

Electronic wallets (payment devices connected to the banking application): 20% already use them, and 23% of consumers intend to use it soon.

The French are thus showing that they have fully entered the new digital era, and that their expectations regarding the speed and flexibility of the buying process are high. E-retailers therefore have every interest in proposing innovations that respond to this.

* Dalenys / OpinionWay survey: E-commerce 2022: development and expectations of the French, August 2021.

** Dalenys / OpinionWay Survey: Trade Digitization, November 2020.

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