Online consumption habits: what has changed?

Without any notice or notification, theCOVID-19 pandemicforced countless brands and retailers to close their doors in March 2020. Today, despite being open to the public, the same stores are subject to a vast number of restrictions and safety requirements. A reality that creates changes in consumer behavior, contributing to an increase in the number of transactions carried out online.

Find out how online consumption habits are changing in this article!

What is the impact of the pandemic on consumption habits?

While it is essential to explore how consumer behavior is changing, it is essential to start by understanding how the Covid-19 pandemic is affecting commerce and the economy. According to a recent study by Absolunet, one of the largest e-commerce agencies in North America, online sales have doubled since March 2020. The reality is that, as social distancing becomes the new normal, consumer habits are changing. The new social environment and new economic circumstances force 56% of consumers to spend less and choose to redirect their consumption habits towardse-commerce platforms.

The consumer and their list of priorities

Before the pandemic, consumers' main priorities were the quality (48%) and price (47%) of the items purchased. Currently, consumer focus has changed. Due to the shortage of products and the closure of stores and commercial areas during the State of Emergency, more than half of consumers (58%) turned to online platforms in search of availability.

This means that, nowadays, availability (49%) and price (36%) are at the top of consumers' list of priorities. A reality that translates into a new opportunity for brands and retailers. The search for availability means consumers are open to trying new brands and products. A fact that can result in a change in loyalty and the creation of new online consumption habits that can benefit those who choose to invest in e-commerce.

What are the new online consumption habits?

Now, since people make their purchasing choices based on availability, the categories of products purchased also vary. According to theNielsen, a German-American company specializing in market research, consumer behavior has changed in four fundamental aspects. They are:

• Considerable increase in the purchase of health products (preventive health and well-being products).
• Greater investment in symptom management, monitoring and prevention (purchase of protective equipment, such as masks and hand sanitizers).
• Strong culture of provisioning (purchasing supplies for the pantry, such as essential household items).
• Reduction in shopping trips (fewer and fewer visits to physical stores are made).

The popularity of social media and subscription platforms

Since the pandemic forced the vast majority of consumers to accept confinement as the new reality, some forms of entertainment have gained new prominence. We're talking about subscription services like Netflix, Disney plus or Spotify. The truth is that, currently, generations Z and Y spend considerably more time online, choosing to invest in stimulating experiences that are “just a click away”. With the outbreak of the Covid-19 pandemic, sites like YouTube or applications like TikTok have gained more popularity. On social media, brands now have the opportunity to reach a wider audience that is more committed to the content.

Investing in consumer experience

Given the current scenario, companies are starting to look at the consumer experience in a different way. With theonline commerce gaining more and more fans, there are several brands that invest in ways to speed up their delivery times or that use copywriting to improve the descriptions of their online products. The consumer experience is so relevant that there is no shortage of means or resources to analyze criticisms, comments or reviews left on web pages. This means that, in this period marked by challenges and uncertainties, companies that invest in e-commerce are prepared for success. Today, the aim is to offer an uninterrupted and pleasant shopping experience to the online consumer. This is the ideal time to make e-commerce the main focus of your business!