E-commerce trends 2020 – what moves online retail?

Highest customer satisfaction is crucial for success in e-commerce. To assert yourself against the competition, it is important to know your target group exactly. Which industry trends and developments in e-commerce move consumers? How often do you buy online and what are your priorities? Our representative survey “ E-Commerce Trends 2020 ” will tell you.

Nine out of ten Germans shop online at least once a month. That is the result of our study with 1,076 participants. 41 percent of 18- to 29-year-olds even shop online once a week, but only 13 percent of 60- to 64-year-olds. Overall, the Germans shop primarily with their laptop (61 percent) and smartphones (57 percent). The age gap is evident in the choice of devices. While 82 percent of 18 to 29-year-olds say they shop on the go, it is only 22 percent of 60 to 64-year-olds. Ergo: frequent shoppers mainly use the smartphone. Therefore, you should not lose sight of the optimization of your mobile website in 2020 either.

Fear of becoming a “transparent customer” is increasing

Germans remain skeptical about voice commerce and social media. Concerning the handling of personal data, online customers have become more cautious not least because of the change in the General Data Protection Regulation. This makes it more difficult for online shops to take targeted advertising measures. Despite the increasing popularity of smart home devices, the topic of voice commerce in e-commerce remains a difficult one. More than every second study participant criticizes that companies know too much about their preferences and that there is a great risk of becoming a “transparent customer”. 5 percent more respondents (58 percent) expressed this fear than in the previous year.

Clear generation difference in social media

It is similar if you look at marketing measures in social networks. Only 30 percent of respondents have ever bought a product that was previously recommended by an influencer. The “Buy Button” is even less popular in the networks. Just a quarter have used this button to make a purchase online. But here, too, a rethink seems to be emerging and the detail lies in the generation difference. 50 percent of 18 to 29-year-olds stated that they had already used this function at least once.

Time windows are becoming increasingly important

A smooth ordering process and punctual delivery are increasingly tipping the scales of customer satisfaction and sales in online retail. Our study also supports this thesis. In the meantime, 39 percent of the respondents use the delivery in a self-selected time window, compared to only 16 percent in the previous year. The proportion of the same day delivery option chosen also rose significantly from 17 to 26 percent.

Climate friendliness relevant to the entire customer journey

Climate change and the debate about climate-conscious lifestyles not only received worldwide attention last year but also moved German e-commerce. The CO2 emissions from the shipping and return of goods are enormous and online shops that do not meet the customer’s desire for sustainability could be neglected in the future. 71 percent of those surveyed stated that they would accept a surcharge on the shipping fees if the goods ordered were shipped in a climate-friendly manner. In the 18- to 29-year-olds, it is even 84 percent. Reusable packaging was well-received by 86 percent across all age groups. The issue of returns also concerns users concerning the climate. 64 percent find it very practical to test ordered products and send them back if necessary. Almost half have already ordered items in different sizes. Nevertheless, 57 percent of those questioned said that they are reluctant to return products because they are harmful to the environment and the climate.

It remains to be seen whether the online shopper’s skepticism about technical innovations such as voice commerce will continue in 2020. However, the shift towards more climate-friendly and more conscious online shopping will continue to grow. Nowadays online shoppers are well informed about data protection, sustainability, and convenience in e-commerce. Retailers should, therefore, act accordingly and adjust to the expectations of online shoppers. You can find more exciting details, data, and facts about our study here Bigcommerce vs. Magento 2: Which one is best for my online start-up Business?