What changes are American consumers experiencing in the post-epidemic era?

It is learned that the US research institution Dotcom Distribution recently released its eighth annual e-commerce consumer research report, which revealed the changes in consumption of American consumers under the post-epidemic tight supply chain.

Maria Haggerty, co-founder and CEO of Dotcom Distribution, said: “For the past eight years, we have conducted this annual study to track the trajectory of the online shopping experience from the consumer’s perspective.

The study of 1,150 U.S. online shoppers explored trends and patterns in purchasing behavior, omnichannel, packaging, shipping, returns and sustainability, while taking a deeper look at the U.S. consumer.

Here are 10 key factors reshaping the e-commerce landscape, according to this latest research:

1. Although most online shoppers are accustomed to supply chain delays, few are willing to bear the shipping costs.

When asked about their stance on the current supply chain situation, 72% of respondents said they were more tolerant of shipping delays, while only 25% said they were more tolerant of shipping costs. 41% said they would not pay more for shipping, and 18% said outright that they would not make online purchases if they had to pay any shipping costs.

2. The current state of retail has increased consumers’ desire for in-store pickup and real-time inventory visibility

56% of online shoppers reported that their shopping behavior has changed due to supply chain deficiencies over the past year, and 49% said they are more likely to check in-store availability online before going to the store. 25% said they are more likely to use in-store pickup due to the "new normal."

3. Adoption of subscription services and local delivery apps is increasing

In Dotcom’s 2021 study, the number of shoppers who reported using subscription services and delivery apps was 25% in both categories. The 2022 data showed usage of subscription services and local delivery apps growing to 35% and 32%, respectively.

4. Most consumers abandon their shopping carts when they see shipping costs

79% of respondents said they abandoned items in their online shopping carts in the last year when faced with unexpected shipping costs.

5. Most consumers prefer to buy clothing in-store

Given the choice between purchasing an item online or in-store for the same price, 74% of shoppers said they would like to purchase apparel in-store. 43% said they would like to purchase home furnishings in-store.

6. Among other payment options, online shoppers most want to pay using points and rewards

63% of online shoppers want the option to pay for online purchases using points or rewards. This significantly outpaces other options, including splitting purchases across multiple payment methods, install payments (e.g., buy now pay later), and using cryptocurrency.

7. Return policies and features enhance customer experience and retention

59% of respondents will not buy from a brand that does not have a free return policy, a 4% increase year-on-year. In addition, more than half of consumers (51%) believe that a refund without a return policy would make them want to buy from a brand again (an increase of 11% year-on-year), and 33% of consumers believe that the product shows that the brand cares about the environment (+6% year-on-year).

8. Environmentally friendly packaging is the best way to build a sustainable brand image

66% of consumers said that environmentally friendly packaging would most likely make them shop with a brand, dwarfing other sustainability factors including fuel-efficient shipping methods and ethical sourcing.

9. Beauty shoppers are drawn to conscious brands

In the last year, 49% of beauty consumers have subscribed to a service that supports the circular economy, compared to 42% of all surveyed respondents. Beauty consumers also prioritize purchases that support social causes more than any other category of shoppers (26%).

10. Luxury purchases are rebounding

49% of online shoppers purchased luxury cosmetics, apparel and/or accessories in the past year, an increase of 18% year-over-year.

Editor✎ Ashley/

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